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July 31 2014

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EXCLUSIVE: Jason Wu Unveils His Debut Campaign for Hugo Boss

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Hugo Boss
Hugo Boss

Though he worked with the same megawatt team of photography duo Inez & Vinoodh and stylist Joe McKenna, Jason Wu had an easier time shooting his first Fall ’14 Hugo Boss campaign than he did lensing his This Is Boss film for the brand back in January—probably because this time around, there was no blizzard to deal with. Debuting exclusively here, Wu’s inaugural ads for the German house star Edie Campbell (who emerged as Wu’s muse when Wu presented his first Boss collection back in February) and Scott Eastwood. Yes, the ruggedly handsome son of Clint. “It was very important that the first campaign was character-driven,” Wu told Style.com. “Edie Campbell not only stands for the new vision of Boss womenswear, but she is the definition of that confident, sexy, and individual person that I would like the collection to reflect.” As for the menswear snaps, he offered, “The idea of Boss menswear is keeping up tradition. Scott is all about channeling old Hollywood. I love how much he looks like his father, who is absolutely legendary, and he has this classic sensibility that feels completely modern at the same time.”

The photographs are stern and simple—no fancy backdrops or locations this time around—but they’re jam-packed with emotion. That duality is integral to Wu’s Boss aesthetic. “The pictures are so strong that they didn’t need any special layout. They’re just fully focused on the [model], the clothes, and the attitude. It’s about personality within a very rigorous sensibility. And it’s important to have both.”

Photo: Inez & Vinoodh, Courtesy of Hugo Boss

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