The BOSS Spring / Summer 2017 campaign sees the brand’s signature precision and clean sophistication brought into a bright new world under the artistic direction of Jason Wu.


Captured by photographer Karim Sadli, the new campaign is shot against a backdrop of a vast open-air environment. Transparent screens in vivid colors are the only hint of a set and look to the modernist and architectural elements that have been a constant source of inspiration for BOSS.


Inspired by David Hockney’s pool series, the color palette moves the campaign further into the summer. The menswear collection is characterized by earthy, masculine tones of khaki and gray, often highlighted with a touch of color. Fresh brights of electric blue, scarlet and bright forest green define the new womenswear.


Ready-to-wear takes a distinctly unbuttoned approach. Men’s sporty designs are crafted from weightless parachute-inspired fabrics and tailoring features light, luxe materials and soft constructions. For womenswear, sport and utility details meet perfectly undone tailoring, while feminine dresses are detailed with engineered pleats and asymmetric cut-outs, revealing sensual glimpses of skin.


Accessories continue this mood. Sartorial briefcases and document holders in fine, textured leather complete the menswear looks. Women’s bags are relaxed and in vibrant color, and effortlessly thrown over the shoulder. A laid-back iteration of the brand’s icon, the BOSS Bespoke bag, the new BOSS Bespoke Soft makes an appearance in a beautiful shade of red.


BOSS Menswear introduces Victor Nylander, whose youthful and modern masculinity is a seamless match for the new collection. In her second campaign for BOSS Womenswear following the 2016 holiday campaign, Frederikke Sofie brings a soft and feminine beauty, but with an undeniably modern attitude – the essence of this season’s BOSS woman.