Hugo Boss taps M.I.A for their AW17 Campaign

Shot in an old fairground in California, the collection was inspired by David Lynch’s twisted Americana. 

Musician M.I.A and actor Jamie Campbell Bower have been announced as the new faces of the HUGO by Hugo Boss AW17 campaign, Wild At Heart. Also featuring in the campaign is model and musician Jamie Bochert, cult model and actor Tony Ward, social media stars Lisa and Lena, artist and model Wilson Oryema, model and designer Camilla Deterre, skater Olan Prenatt, and models Paul Hameline, Manami Kinoshita and Aida Blue.


Shot by Harley Weir in an old fairground and the surrounding countryside in California, the HUGO AW17 campaign and collections have been inspired by David Lynch’s twisted take on Americana via Crazy Clown Time, Twin Peaks and Wild at Heart to create an off-kilter take on Americana. In menswear, lumberjack, hunter and fisherman, denim and camouflage styles have been reworked for the brand’s signature suits, while bold HUGO red appears as an all-over blanket design or as bold trims on the lapels of a tuxedo. While the womenswear collection has incorporated circus elements, with bold stripes, oversize bows and high clown-chic collars translated into feminine tailoring, sportswear and accessories.


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