Hugo Boss morphs office space into dance floor in energetic fall effort

Image from Hugo Boss’ “Rhythm & Moves”

German apparel and accessories label Hugo Boss is showing off its menswear moves in a vibrant film.

“Rhythm & Moves” follows a solitary model as he dances around an abandoned retro office building wearing tailored items from the brand’s fall/winter 2016 Boss collection. Hugo Boss’ video reflects the collection’s mix of old and new, giving the traditional office environment a makeover through an impromptu dance party of one.

“This creative fashion film is sticky and powerful,” said Paul Farkas, co-founder/CEO, Athleisure Mag and Accessory2. “Hugo Boss is shown across product categories in the realm of dynamic confidence and exudes style and wearability.

“With a nod toward being timeless as with the house’s heritage, the short’s protagonist envisions fantasy action scenes while waiting for a mundane tardy corporate function,” he said.

Mr. Farkas is not affiliated with Hugo Boss, but agreed to comment as an industry expert.

Hugo Boss was unable to comment directly before press deadline.

The waiting game
Rhythm & Moves premiered on Hugo Boss’ YouTube account. As of press time, the film was not broadcast to the brand’s other social accounts.

The film opens on model Sven de Vries as he sits on an orange couch in a wood-paneled room as a wall clock ticks to subdivide time by the second. Adding to the feeling of impatience, he checks his watch.

Image from Hugo Boss’ “Rhythm & Moves” effort

An electronic soundtrack kicks in as the model gets up and peers down a corridor, checking to see if anyone is watching. He struts down the hallway, pausing to finger snap and slide into a nearby room.

Using a conference room as his dance studio, the model performs footwork atop the table and vaults across chairs.

He watches a vintage television broadcast noise, as the flickering pixels are reflected in his sunglasses. While he may have thought he was going unnoticed, the viewer learns that his movements are being picked up on a security camera.

Mr. de Vries makes it to an industrial area of the factory complex, where he leaps off a balcony and sets off running through rows of machinery.

A series of rapid clips shows increasingly loud movement, as the model is seen rocking from side to side in an almost inhuman manner.

At the end of the film, director Barnaby Roper leaves it up to the viewer to decide whether or not the entire excursion was imagined. Abruptly, Mr. de Vries is back seated in the same waiting room watching the clock in silence.

Rhythm & Moves: Fall/Winter 2016 from Boss Menswear

Throughout the course of the film, Mr. de Vries models everything from tailored suits to office-friendly separates paired with sneakers, showing the range of the Boss collection. This season, Boss modernized classic fabrications such as houndstooth, pinstripe and corduroy in contemporary silhouettes.

“Casting model Sven de Vries suits well as he presents authentic and witty, with a presence that a wide demographic would likely befriend and commiserate with as an action-hero next-door type,” Mr. Farkas said. “Beyond entertainment, it’s shown that the looks have situational flexibility, ready and up for anything and looking well.

“Intermingled between the action are also more passive sequences, instilling realistic lifestyle and workplace notions,” he said. “A broken TV represents the Hugo Boss man is ultimately in charge and won’t succumb to broadcast – the style revolution will not be televised.”

Fashion on film
Hugo Boss’ collection film stands on its own from the brands’ fall/winter 2016 print campaign. Other brands have taken this approach, creating bites of content specifically for the digital space.

French fashion label Longchamp is highlighting its fall apparel and accessories through an eccentric anthropological study.

Based on the brand’s jungle-inspired collection, a short film takes consumers inside “Urban Nature,” exploring the diverse traits that exist within a single group of friends. Taking a humorous spin, the girls are portrayed as aloof individuals, with minimal visible interest in hobbies and each other (see story).

Using movement can help enliven a campaign film, bringing a collection’s personality to life.

Italian fashion label Gucci is bringing its cruise 2016 collection to life through a dance party film.

Set to the electronic track “She’s Lost Control” by Alive She Died, the three-minute video follows one guest’s entrance to a party at a villa outside of Florence. This imaginary event gives an understanding of the direction Gucci is taking with recently instated creative director Alessandro Michele (see story).

“Well-produced cinematic shorts and other original content resonates well with today’s style-conscious shopper and loyalist,” Mr. Farkas said. “Presenting several looks within short, emotional narrative tells a story that sticks with and drives them, not humdrum flats across collection SKUs.

“While perhaps counterintuitive today, not all digital campaigns need to have transmedia or omni-channel strategies,” he said. “Stacking content along one channel in a calculated way can build tune-in expectations, special intimate bonds, competitive edge and channel growth.”

from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/hugo-boss-morphs-office-space-into-dance-floor-in-energetic-fall-effort/
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