Inspired by David Lynch’s Crazy Clown Time, Twin Peaks, and Wild at Heart, Hugo Boss’ Fall/Winter 2017 campaign is a quirky take on Americana shot on an old fairground in California and its surrounding countryside. The campaign features stars from the worlds of music, art, fashion, and, of course, social media. The highlight is MIA, who performed at the Hugo Boss show last month, sporting a killer multi-colored pinstripe suit and a gorgeous raspberry velvet gown…the latter while perched in the branches of a tree. Other campaign stars include IT model and musician Jamie Bochert, actor Jamie Campbell Bower, actor and model Tony Ward, social media stars Lisa and Lena, model and designer Camilla Deterre, artists and model Wilson Oryema, skater and model Olan Prenatt, and models Paul Hameline, Manami Kinoshita, and Aida Blue.
The images were captured by Harley Weir, who’s known for his intimate portraits and has also shot Hugo Boss’ campaign last season and has been shooting campaigns recently for a number of other fashion labels.
The menswear collection is rooted in the American outdoors with influences like the lumberjack, hunter, and fisherman as well as their uniforms of denim and camouflage. To keep with the film’s theme, womenswear incorporates circus elements like bold stripes, oversized bows, and high clown collars that are transformed into feminine tailoring and sportswear.