01/29/2014 | Fashion
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03.02.2014 | Fashion

MASCULINECONFIDENCE

Once the port where elegant passengers embarked upon their cruises across the Atlantic. Today the location for the new BOSS Menswear campaign for Spring/Summer 2014.

New York, Pier 59: This is where the monumental luxury liners of the legendary White Star Line docked in the 1920s and 1930s to welcome their exclusive clientele on board for the transatlantic crossing. These cavernous halls on the banks of the Hudson River are now home to New York’s storied Pier59 Studios, which number among the largest photographic and media facilities in the world – and were, in many ways, the ideal location for spotlighting the new BOSS Menswear Collection. In Spring/Summer 2014 the menswear is all about exploration and discovery, celebrating a new take on the classic safari style. The African continent with its vibrant colors and sporty looks proved a powerful source of inspiration for the designers. Classic suit colors are joined by jackets, shirts and polos in Kenyan red, savannah khaki and Atlantic blue. Safari jackets with drawstring waists and Masai red cardigans paired with classic gray double-breasters lend added excitement to the collection. Epaulette-like details enhance the masculine touch.

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Less adventurous but just as impressive: the campaign shoot with photographer Tom Munro and the two models Alex Lundqvist and Zhao Lei. Munro, who belongs to the top tier of international fashion photographers, has already worked for BOSS in the past. In addition to his pieces for the world’s leading fashion magazines, the Brit has also garnered a reputation for his celebrity portraits. Playing with light, shadow and nuanced colors rank among Munro’s most consummate skills. Using the abstract, angular shapes of the studio backdrop, he forged a perfect synthesis to set the stage for the BOSS Menswear. The models Lundqvist and Lei, who have both posed for the camera in several past BOSS seasons, also demonstrated their acting prowess for the first time in the video that companions the campaign.

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