As an ongoing supporter of contemporary art since 1996, art has always been a crucial part of Hugo Boss‘ brand identity. This fall, the brand emphasises its artistic commitment by rolling out a collection titled BOSS Curated, celebrating the art of elevated style with a mix of art, design and architectural influences.
For the accompanying campaign, the German fashion brand tapped Taiwanese actor Mark Chao — who’s also BOSS’ Man of Today ambassador for the Greater China region — to star in a series of images shot by renowned Chinese photographer Yuan Gui Mei.
Dressed head-to-toe in the brand’s Fall/Winter 2019 creations — including an updated bomber jacket, nicely crafted sweater and voluminous coats —that demonstrate the brand’s modern tailoring and style, Chao is captured walking through an art gallery, browsing portraits of himself that are waiting to be installed for an upcoming exhibition.
From the multiple dimensions to portraiture and the change in environment, the campaign fuses artistic influences with personal expression, telling the story of an individual’s constant journey of self-reflection.
In addition to photos, a short video has also been released, in which his static portraits come vividly to life. Take a peek at the video below.