In a world where clothes are expected to be more than a way to cover up, Hugo Boss’ latest “Your Suit, Your Way” campaign marries the world of form and function – albeit in a very extreme way.
With the help of American cliff diver David Colturi, the German label takes its signature tailored suits out of its comfort zone and into one of the most extreme situations possible, one which saw the champion cliff diver, dressed impeccably in the “Superblack” suit, hurling himself off a cliff.
“Dressing up for the dive was a very interesting and different experience for me,” the young athlete said. “But once you take off that cliff, your mind goes into autopilot, and that liberating feeling of launching through the air – I felt like James Bond, getting away from the bad guys. Mission successful.”
Crafted out of double-dyed yarn to achieve a deep Hugo Boss black, the suit was created for all occasions. Apparently this includes adrenaline-pumping ones like cliff diving.
Hugo Boss isn’t the first to push its suits to the limit – Paul Smith’s “A Suit to Travel In” series also saw British Olympic medalist Max Whitlock showcase its flexibility with mind-bending gymnastic moves.