Photos and text provided by HUGO BOSS.
The HUGO brand stays true to its roots in the 2012 Fall/Winter campaign. Photographer Alexei Hay infuses his pictures with clean, avant-garde intensity; the photos taken in a New York studio are reduced to bare essentials. Models Freja Beha Erichsen and Bastiaan van Gaalen feature in high-contrast black & white shots showcasing a streamlined yet strikingly elegant collection.
The cool poses have attitude – and serve to highlight the graphic themes and contemporary cuts. The purist presentation focuses attention on the main message: the strong, uncompromising character of the brand.
HUGO is and will remain an edgy fashion statement.