An iconic brand is once again made new.
In a striking Fall/Winter 2020 campaign directed by Fabien Baron, BOSS celebrates a new generation leading the way into the future.
Shot by the legendary David Sims, the monochromatic images star an international cast of ten up-and-coming models: Malick Bodian, Benno Bulang, Sora Choi, Romaine Dixon, Leon Dame, Veronika Kunz, Achenrin Madit, Bente Oort, Maartje Verhoef and Meng Yuqi.
The accompanying short film, directed by Baron, features the talents striding purposefully across and around the word “BOSS”, first as individuals and then as a group.

“This campaign shows a diverse group coming together and stepping forward into a new era,” says Ingo Wilts, Chief Brand Officer of HUGO BOSS. “The campaign shows how a new generation is wearing timeless styles in their own way.”

Both the stills and the film are presented exclusively in black and white, reflecting the focus and direction of every BOSS individual as a new decade starts to unfold. Showcasing the “Generations” collection first revealed at Milan Fashion Week, the campaign illustrates how the instantly recognizable BOSS aesthetic is more relevant than ever in 2020. The young cast brings fresh attitude and effortless confidence to tailoring and outerwear designs that fuse decades of tailoring experience with a new contemporary mood.

The FW20 collection is on display at the IVY LEE showroom in Antwerp, and available for sample pulls. Please have a look on our imagebank for all the campaign images.
For sample pulls, information and all other inquiries, please contact us.