HUGO BOSS SS20 // CONCEPT TO COLLECTION PRESENTATION

I developed the BOSS Individuals concept, built around three fictional BOSS personas—each with distinct lifestyles, interests, and visual identities. Named The Explorer, The Architect, and The Painter, these characters served as creative anchors for the SS20 collection narrative.

The concept was introduced through curated Instagram profiles that visually expressed each individual’s unique identity. These profiles were shared company-wide as part of the concept launch, offering an engaging and modern storytelling approach.

On these pages, you'll find the original concept boards, including moodboards and colour direction, alongside the showroom presentation I designed and final imagery from the global SS20 campaign.