The Hugo Boss Orange Fall/Winter 2014/2015 campaign presents a remarkably relaxed look at models Andreea Diaconu and Harvey Haydon. In spite of the high end label that the two represent in the advertisements, both were pictured while sprawled out amid couches and a musical stage.
Photographer Peter Lindbergh contributed to the laid back appeal of this Hugo Boss production with nonchalant black and white lighting. By doing away with color, viewers will concentrate solely upon Diaconu and Haydon and their ensembles.
Showcased in these images are denim button up shirts, leather motto jackets, dark tights and combat boots. Given the nature of these pieces, it is evident that the brand will be delivering a grungy nod to the 1990s come autumn.
Remarkably Relaxed Fashion Campaigns
The Hugo Boss Orange Fall/Winter 2014/2015 Ads Are Subdued
Trend Themes
1. Relaxed Fashion Advertising - Opportunity for brands to showcase their clothing in a more relaxed and approachable manner to appeal to consumers looking for comfortable style.
2. Black and White Photography - The use of nonchalant black and white lighting in fashion campaigns can help highlight the clothing and models more effectively, offering a way to differentiate from other colorful campaigns and create a unique brand identity.
3. 90s Fashion Revival - Brands can capitalize on the nostalgia for 90s fashion, seeking to provide consumers with edgy and grungy styles that harken back to the era of flannel, combat boots and leather jackets.
Industry Implications
1. Fashion - Fashion brands can experiment with more relaxed and casual advertising campaigns to better relate to customers, showcasing easy-to-wear, comfortable and stylish clothing for everyday use.
2. Photography - Photographers can specialize in nonchalant black and white lighting for fashion campaigns as a unique way of capturing clothing and models in a more natural, relaxed way.
3. Retail - Retailers can attract customers by offering a wide range of 90s-inspired fashion, emphasizing the grunge aesthetic that is becoming popular again, and capitalizing on nostalgic consumers looking for edgy and rebellious styles.