Ahead of their NYFW Spring/Summer 2015 show, Hugo Boss has released a short fashion film entitled ‘THISISBOSS’.
The opening scene is a strange, almost intergalactic, tight shot of the starring model, Suvi Koponen, overlaid with pixelated flecks. As the scene transitions into a wider shot, the viewer sees that Suvi is standing in futuristic forest, with the trunks illuminated by white bands of light. The orchestra soundtrack of ‘Once Upon A Dream’, a la Sleeping Beauty, comes on.
Personally, I wished they had chosen Lana Del Rey’s version instead (from Maleficient), but seeing as this video is a audio and visual expression of Jason Wu’s vision as Artistic Director of BOSS Womenswear for the BOSS woman, I understand the creative choice to keep things clean and streamlined. As Jason Wu describes, “This film expresses a marriage of nature and technology, classical versus hi-tech.”
This Spring/Summer 2015 collection will be the second BOSS Womenswear collection led by Jason Wu.
You can catch the live stream of the BOSS Womenswear Spring/Summer 2015 show at New York Fashion Week tomorrow morning, on 11 September 2014 at 2.30am (Singapore time).