Organizational charts are important and not only in times of crisis. BOSS knows this and has all but dispensed with the entire human resources pyramid in favor of a solitary principal. Only they’re not calling it a principal for the Fall / Winter 2018 advertising campaign, they’re calling it boss, which is stylized in all caps as BOSS. At the pinnacle for this campaign, which boasts a creative team of David Sims, Fabien Baron, and Karl Templer, is the boss herself, Cara Taylor. The campaign broke last week, which embraces the brand name with directness. Who is the BOSS woman? Says here, “She dictates the terms of her success.” That is Cara through and through, top of the org chart and all.

Visit hugoboss.com to see this campaign in full.

Credits include: Client, BOSS; Campaign, Women’s Ready-To-Wear Fall / Winter 2018; Photography, David Sims; Art direction, Fabien Baron; Styling, Karl Templer; Hair, Duffy; Makeup, Lucia Pieroni; Casting, Michelle Lee.

Cara Taylor for BOSS Fall / Winter 2018 (Photography: David Sims)

Cara Taylor for BOSS Fall / Winter 2018 (Photography: David Sims)