Fabien Baron has directed the BOSS Fall/Winter 2020 campaign in a sleek and fresh direction. The iconic brand is once again made new, by celebrating the next generation of creatives under his guise. Leading BOSS into the future, are monochromatic images of 10 up-and-coming models: Malick Bodian, Benno Bulang, Sora Choi, Romaine Dixon, Leon Dame, Veronika Kunz, Achenrin Madit, Bente Oort, Maartje Verhoef, and Meng Yuqi.

Lensed by David Sims, the still images refocus on the direction of every BOSS individual as the new decade starts to unfold. To the Chief Brand Officer of HUGO BOSS, Ingo Wilts, it was important the imagery matched the positive energy rebuilding itself in the world currently. Wilts says, “As lockdowns are slowly eased around the world, this campaign shows a diverse group coming together and stepping forward into a new era.”

Models are seen wearing the “Generations” collection, which first showcased at Milian Fashion Week and flawlessly, the simple BOSS aesthetic finds relevancy now more than ever. As the sleek black and white photos add to the sharp tailoring of the designs, the young-faced cast bringing in a fresh attitude and sense of confidence to the brand. Uplifting BOSS to a new contemporary mood, Wilt believes, “The campaign shows how a new generation is wearing timeless styles in their own way.”

See a glimpse of into the new generation of BOSS, down below, and visit their Instagram, here to learn more of what’s to come.