BOSS SS2018 advertising campaign heads to the coast for a mellow day under the light of the sun for the summer ease. Shot by acclaimed photographer Glen Luchford and created under the direction of Chief Brand Officer Ingo Wilts, the imagery is light, free and airy, evoking a sense of calm. This new campaign takes BOSS in a more relaxed direction than ever before, perfectly balancing ease and the elegance the house is known for.
The setting is a clifftop house on a Greek island, the building’s clean architecture blending seamlessly with the vast sky and deep blue waters of the Aegean Sea. Sunlit and reduced in its color palette, this simple, stripped-back surrounding frames the ready-to-wear and accessories, which follow the relaxed mood.
Womenswear presents beautiful soft-cut dresses in flowing plissé, subtly oversize outerwear and easy tailoring, at times lightly pulled in at the waist with nautical-inspired rope belts.
Faces of the campaign, models Benjamin Eiden and Grace Elizabeth are captured in a natural manner, reclining in the shade and gazing towards the horizon, embodying the mood of the campaign. Just like this, the message this Spring/Summer is to sit back, relax and dream.
For menswear, signature BOSS tailoring is softened in both color, cut and cloth. Flintstone blues, sun-faded whites and muted navy form the center of the palette, while relaxed double-breasted tailoring is cut from paper-touch cotton and outerwear is loose and undone.
Fresh leisurewear pieces are also brought into focus, with anoraks, shorts and open collar shirts ready for the day by the ocean.