The new still and video campaign celebrates a new generation leading the way into the future. Filmed exclusively in black and white, the short film showcases the “Generations” collection previously revealed at Milan Fashion Week and presents ten up-and-coming models.
“As lockdowns are slowly eased around the world, this campaign shows a diverse group coming together and stepping forward into a new era,” says Chief Brand Officer of HUGO BOSS, Ingo Wilts. Iconic tailoring and outerwear designs in “Generations” feature Malick Bodian, Benno Bulang, Sora Choi, Romaine Dixon, Leon Dame, Veronika Kunz, Achenrin Madit, Bente Oort, Maartje Verhoef, and Meng Yuqi, bringing a fresh attitude and contemporary mood to each piece. “The campaign shows how a new generation is wearing timeless styles in their own way,” adds Wilts.
Press play on the video below to watch the campaign in motion.