Hugo Boss Orange: surprisingly cheeky

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.

Share some style:

Want to keep up with fashion?

Once a week, we send out an update with the latest fashion trends, styles and collections.
Get yours direct in your inbox and keep ahead of fashion.

Our newsletter is spam free and your email address will never be shared or sold.
Author

Written by .

Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for Fashionising.com, where she serves as the publication's Editor.