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This Is Boss

By Amy Lawrenson

This February Jason Wu will debut his first collection for BOSS at New York Fashion Week. This season is the first that BOSS is showing a women's-only collection, as well as being on the official New York Fashion Week schedule.

To create even more suspense for the show, Wu has been masterminding a short film, shot by Inez van Lamsweerde and Vinoodh Matadin and featuring model Edie Campbell entitled ‘This is Boss’ that will be released on the Hugo Boss website on February 7.

Shot in a glasshouse in Conneticut the stark architecture jutting out from its natural surroundings was chosen for its ‘perfect juxtaposition between architecture and nature’ that Wu believes is ingrained in the Boss brand. The designer told WWD.com, ‘When I first visited Hugo Boss in Germany, this is what the campus kind of looks like,’ he said. ‘Metzingen is a small town, and there are glass buildings and cubes rising from the middle of the woods.’

The video features Campbell wearing a black cashmere trench, black shirt and trousers, as well as a black shift dress. She’s filmed in and outside the house, with the edit featuring digital effects of bold flowers and streaks across the screen all shot with a techno soundtrack.

'It’s a fashion-image piece that gives you a visual representation about the Hugo Boss woman I had in mind, and who she should be,' said Wu.

Boss’ strength is in menswear, chief executive officer Claus-Dietrich Lahrs explains, ‘We are so strong and powerful with men’s; men’s will always be more important,’ he said. ‘But we think we can grow the proportion in women’s.

Wu is overhauling the whole womenswear offering from the brand, he is revamping everything from the the clothes and accessories to the eyewear and fragrance. The key aim? To inject sex appeal and attitude to the brand.

‘The first order of business was to really dig into the DNA of the company,’ said Wu. ‘To go visit, to learn about the history of the company, to know where it came from, where it was yesterday, what it is today and what it can be tomorrow.’

We’ll see in February whether Wu has succeeded in his aim. And it’s no mean feat for the designer – the Hugo Boss show falls just five days after his own. ‘It’s challenging to have two jobs — a 24-hour day job and night job,’ said Wu. ‘It felt like it was the right time to take that next step and do something really different from my brand. It has a different look and shows my range as a designer.’

Watch the film in full below:

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