Hugo Boss Black S/S 2010: Toni Garrn , Lars Burmeister by Peter Lindbergh
BOSS Black SS10
In the campaign for Spring/Summer 2010, BOSS Black is the very picture of classic elegance – with an undertone of something very special. The cement blocks tumbled along the coast at Barcelona offer the ideal set for the new collection. Combined with an oversized window frame and metal slabs, they describe a bizarre and intriguing landscape. Peter Lindbergh‘s pictures once again communicate the quintessential spirit of BOSS Black. He turns the surreal backdrop into a stage where models Toni Garrn and Lars Burmeister present the exclusive collection with both poise and panache. The stark sky/sea and metal/concrete contrasts make the superb materials stand out beautifully, perfectly illuminated by the sun.
It has been a while since Boss ads have wowed me, but these are predictable but fine and I kinda like the reflections from the metal.
I think Toni is now synonymous with this brand, and I think Lindbergh is much more suitable for them too.
__________________ 'Our lives are made up exclusively of what we are wise enough to keep in our hearts, and of what we are brave enough to throw away'