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Home is where the heart is, or certainly the style. Hugo by Hugo Boss went back to their roots in their latest Fall 2018 ad campaign, returning to Germany, where the company was first started.

Photographed by Collier Schorr, the spirit of Berlin is captured as the campaign, follows young models around the capital. Jonas Gloer, Selena Forrest, Anwar Hadid, Natalie Westling, and Silvio and Saskia De Brauw are all seen throughout the various neighborhoods of the vibrant city. The company strategically balanced out paying homage to the company’s German heritage with the inclusion of the youthful faces.

Schorr, who herself has a connection with Berlin by exhibiting many of her pieces in galleries throughout the city, worked under the creative direction of Ben Kelway with Ben Kelway studio.

The background is filled with apartment buildings, abandoned parks and stations, and different city landmarks. The pictures were shot in many popular boroughs including Neukölln, Lichtenberg, Gleisdreieck, Kreuzberg, and more. The images “channel the vibrant spirit of the German capital,” the press release explains.

As they travel back to where they first began, Hugo continues to move forward with their innovative ideas and refreshing images. Here is to the future of the company, and to remembering where they came from.

 


Agency | Ben Kelway Studio
Creative Director | Ben Kelway
Photographer | Collier Schorr
Talent | Jonas Gloer, Selena Forrest, Anwar Hadid, Natalie Westling, Silvio & Saskia De Brauw
Stylist | Vanessa Reid
Hair | Gary Gill
Makeup | Hiromi Ueda
Casting Director | Stephan Dimu