Going Bedford BOSS Menswear Campaign Shooting
Inspired by the classic style of London shopping street Savile Row, English elegance meets modern Brit-chic in the Fall/Winter Men’s collection. The set of the campaign shoot for the current BOSS Menswear season features - just as it did in the Womenswear shoot - the vaguely abstract backdrop discreetly in the background. The focus is entirely on the collection and, of course, the models, whose different looks already provide powerful creative imagery. And who could better embody the style conscious look from along the Thames than model Alex Lundqvist. Discovered in the mid-nineties by star photographer Bruce Webber, the former athlete became famous mainly for his HUGO BOSS campaigns. His modern-classic looks have perfectly represented the BOSS Man image for several seasons now.
For the current Fall/Winter campaign, he joins his peer Zhao Lei, currently the most successful Asian male model, and equally not a newcomer to BOSS campaigns, having often been in front of the camera for the brand. Behind the camera was New York-based Danish photographer and portrait specialist Marc Hom. As a lighting expert, he was able to showcase his fine sense of color nuances and the interplay between light and shadow. As a star within Europeans best photography scene Marc Hom has had icons from the silver screen and music worlds in front of his lens, including Johnny Depp, Al Pacino and BOSS JOUR ambassadress Gwyneth Paltrow. His best shots – expressive, large-format fashion photographs and celebrity portraits – are featured in his first picture book, simply entitled "Portraits".