The difficulty with established fashion brands is remaining relevant in an age of social media influences and up-and-coming boutique brands that want to steal their crowns. To this end, Hugo Boss have crammed some of the brightest new stars in their S/S 2017 Campaign.
The 'Digital Oasis' campaign was shot in the Californian desert by renowned fashion photographer, and personal hero of mine, Harley Weir. The shoot included Bella Hadid's younger model sibling Awar Hadid, musician Soko, twin brothers Wyatt and Fletcher Shears from the underground garage band The Garden and models Luka Sabbat, Felix Gesnouin and Devon Aoki.
The collection focuses on clean silhouettes “influenced by the precision of digital, but thrown together and styled with relaxed attitude.” The designs feature vibrant prints, 3D optic patterns and bold cactus flower motifs, which have been combined with Hugo Boss’s effortless tailoring, to create a perfect range of ready-to-wear garments and accessories.
Check out a selection of images from HUGO Hugo Boss Spring/Summer 2017 campaign below: