Boss Menswear AW17

PROJECT: FASHION FILM

ROLE: Production, Editing & Direction 

Satore was tasked with producing, directing and editing a short film for Hugo Boss to celebrate the launch the 2017 Fall/Winter collection. The piece was to be shown at a cocktail party that held special significance for the fashion house as it welcomed the return of Ingo Wilts as its chief brand officer.

Shooting the film right in the middle of the menswear season presented logistical challenges, notably the model’s availability was limited meaning there were tight time constraints. To work around this limitation, Satore juxtaposed images of the subject with architectural shots. While an unconventional approach for a fashion film, this creative solution cemented a sense of place by making New York a character in itself.

The client was delighted with the end product, and praised Satore for communicating the fundamental elements of the brand in a creative and engaging way. While the film was originally intended to be shown only at the launch event, Hugo Boss was so impressed it decided to release it more widely. The video was subsequently packaged with the collection’s launch press release and was published on websites and blogs around the world.