Hugo Boss has been around for nearly a century, dating back to Weimar Germany, which is one way to say suiting is in the brand’s heritage, indelibly. The Spring / Summer 2018 BOSS advertising campaign by photographer Glen Luchford starring Grace Elizabeth comes as something of a historical departure. Shot in the islands of Greece, the sunbathed campaign takes a decidedly relaxed approach for spring. Relaxed, however does not mean diminished luxury. Grace for her part plays a refreshing role in the campaign, not unlike a gentle Mediterranean breeze rolling through the vineyards and olive groves and on out to sea.

Credits include: Client, BOSS; Campaign, Women’s Ready-To-Wear Spring / Summer 2018; Photography, Glen Luchford.

Grace Elizabeth for BOSS Spring / Summer 2018 (Photography: Glen Luchford)

Grace Elizabeth for BOSS Spring / Summer 2018 (Photography: Glen Luchford)

Grace Elizabeth for BOSS Spring / Summer 2018 (Photography: Glen Luchford)

Grace Elizabeth for BOSS Spring / Summer 2018 (Photography: Glen Luchford)