The Who is Who of the fashion scene gathered in NY for the production of the spring/summer 2015 campaign of the new BOSS Womenswear collection.
Artistic Director Jason Wu personally attended the photo shoot held at the famous Pier59 Studios in New York, one of the largest photography and multimedia complexes in the world, measuring 100,000 square-feet in total. Present at the shoot were also star photographers Inez van Lamsweerde and Vinoodh Matadin, Stylist Joe McKenna, who is one of the best in his field, as well as model Abbey Lee Kershaw, who has a very unique look and is currently one of the hippest international models.
It is the second campaign for Jason Wu as the creative head behind BOSS Womenswear. As an artistic development in stark contrast to the prominent dark colors used to stage the winter campaign, Wu now uses mainly light colors and subtle contrasts for the presentation of the summer collection. Whites and clear shades of beige in combination with the light gray backdrop of the set and the shining champagne blonde hair of the Australian Abbey Lee create a very delicate color composition. As he has done previously, Wu confidently relies on the charisma of his fashion and the personality of the model: nothing distracts from the basics.
Inez van Lamsweerde and Vinoodh Matadin are true masters in capturing fashion in the most focused and expressive way. Their virtuoso works are as recognized in the world of photography as they are in the world of art; they regularly feature in the most prestigious international magazines – including Vogue and The New York Times Magazine. They are very precise in all they do: In order to make the model understand which exact expression is required, they collaborate with a choreographer who shows the models during production explicitly how they need to position and stage themselves.
The result of this work is a campaign which captures the essence of BOSS Womenswear in a series of remarkable photographs.