There’s so much playful tomfoolery going on in this campaign that you might mistake it for one of Diesel‘s Be Stupid offerings. Only this is a campaign that is sans brightly coloured, blocky slogans.

The campaign is actually for Hugo Boss Orange – the fashion house’s more urban, more casual line. And it’s one of those cases where the quirkiness of the campaign outshines the safeness of the clothing, thanks largely to the execution by photographer Matt Jones and the natural warmth that models Eniko Mihalik, Dree Hemingway and Lily Donaldson bring to each shot.

It’s also a campaign that sells itself a little on the unexpected. Hugo Boss is generally seen as a serious brand, not the kind that would promote their collections via shots of Eniko Mihalik peeking her head through someone’s washing line, or holding oranges over her otherwise naked private parts.

Hugo Boss Orange A/W '11/'12 Campaign

Click the thumbnails for full pictures:
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign
Hugo Boss Orange A/W '11/'12 Campaign

But if the campaign is orange the clothes are positively beige. In searching for a word i’d probably land on nice and while nice is certainty not bad its not really what a brand needs either. These are clothes that look like they’d be perfect to pack on a country getaway, cosy and warm and ready for adventure. But not remarkable… and clothes can be all that and still be remarkable. In this retail climate there’s little room for nice. So while you can enjoy clicking through the adorableness that is lily, Eniko and Dree you might find yourself wishing the product was as good as the campaign would have you believe.

You can see the entire Hugo Boss Orange fall 2011 ad campaign by clicking on the thumbnails and browsing through all the photos.

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