BOSS Spring/Summer 2016 Campaign

BOSS Spring/Summer 2016 Campaign

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BOSS Spring/Summer 2016 Campaign    Italiano-Inglese-New11

Il direttore artistico Jaon Wu esplora un elemento centrale del DNA di Boss per la campagna pubblicitaria Spring/Summer 2016: la contrapposizione di architettura e natura. Dietro l’obbiettivo la coppia Inez van Lamsweerde and Vinoodh Matadin.

Fotografata a Montauk, New York, la campagna utilizza come ambientazione la struttura di una casa e gli ambienti circostanti in molti modi, giocando con il movimento e la prospettiva. Angolare e mascolina, l’immaginario uomo utilizza le linee decise delle architetture, circondate dalle silhouette degli alberi e delle foglie. Per quanto riguarda womenswear i look sono più morbidi e femminili e la natura è al centro con la struttura della casa che quasi scompare all’orizzonte.

I modelli Clément Chabernaud e Anna Ewers comunicano perfettamente l’estetica della collezione. Nella sua seconda campagna per Boss, Clément Chabernaud cattura un senso di moderna sofisticazione, mentre la modella tedesca Anna Ewers, che ha chiuso la sfilata Spring/Summer 2016, incarna la forza e lo spirito femminile di Boss womenswear.


Artistic Director Jason Wu explores a central element of the BOSS DNA for the Spring/Summer 2016 campaign: the juxtaposition of architecture and nature. Photographed by Inez van Lamsweerde and Vinoodh Matadin, the images exude a fresh, youthful spirit.

Shot on location in Montauk, New York, the campaign uses the structure of a house and its grounds in different ways, playing with movement and perspective. Angular and masculine, the men’s imagery utilizes sharp architectural lines, surrounded by the silhouettes of trees and leaves. The womenswear looks are soft and feminine with nature taking center stage – the structure of the house vanishing into the horizon.

The BOSS brand continues to evolve under Wu’s direction, and this collection is particularly multifaceted. Menswear takes a new modern turn. Signature tailoring is set alongside sportswear-inspired outerwear, shorts, prints and bright color. Womenswear is defined by light dresses crafted in plissé technical organza and feminine, softly tailored pieces.

A new interpretation of the BOSS Bespoke bag features a graphic, Bauhaus-inspired patchwork design, while men’s accessories have a new sleek and modern look. Each piece is handcrafted in Italy with utmost attention to detail inside and out.

Models Clément Chabernaud and Anna Ewers perfectly communicate the aesthetic of the collection. In his second consecutive BOSS campaign, Clément Chabernaud captures a sense of modern sophistication, while German model Anna Ewers, who closed the Spring/Summer 2016 runway show, embodies the strength and feminine spirit of BOSS Womenswear.