The Hugo Boss Orange Fall 2010 campaign has the aesthetic of a group of friends being photographed -- albeit a fashionable and photogenic group of friends.
Photographed by Matt Jones, the ads are full of youth and energy. The group shows off the latest from the laid-back line, including chunky knit scarves and a great quilted jacket. The Hugo Boss Orange Fall 2010 campaign is the quintessential street style spread.
Implications - Certain brand names that are associated with luxury and a small niche market may appear inaccessible to the broad range of consumers. Associating the product with images that are familiar, inviting and inspired by the lives of the everyday consumer is an effective way to reach out to as many branches of consumers as possible.