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HUGO BOSS: Made in Germany

WHAT:
Hugo Boss — Made in Germany Campaign

WHEN:
2022

WHO:
Production Creative
Rankin Creative

HOW:

For the Made in Germany campaign, creative work was developed to celebrate Hugo Boss’ heritage of precision, quality and craftsmanship. Shot by Jordan Rossi, the campaign centred on a restrained and timeless visual approach, designed to foreground the garments themselves and reflect the brand’s longstanding commitment to German manufacturing excellence.

The creative direction embraced simplicity and clarity, allowing form, cut and material to take precedence over overt styling or narrative. With cinematography by Arthur Loveday and production design by Marco Turcich, the campaign achieved a refined, considered aesthetic that felt both contemporary and enduring. Working as part of the creative team alongside Ellie Jackson and Kate Bull, the resulting work reinforced Hugo Boss’ craftsmanship-led identity through an understated and confident visual language.