Leading on from the ease first introduced at New York Fashion Week, BOSS heads to the coast for a mellow day under the light of the sun for Spring/Summer 2018.

Shot by acclaimed photographer Glen Luchford and created under the direction of Chief Brand Officer Ingo Wilts, the imagery is light, free and airy, evoking a sense of calm. This new campaign takes BOSS in a more relaxed direction than ever before, perfectly balancing ease and the elegance the house is known for.

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The setting is a clifftop house on a Greek island, the building’s clean architecture blending seamlessly with the vast sky and deep blue waters of the Aegean Sea. Sunlit and reduced in its color palette, this simple, stripped-back surrounding frames the ready-to-wear and accessories, which follow the relaxed mood.

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For menswear, signature BOSS tailoring is softened in both color, cut and cloth. Flintstone blues, sun-faded whites and muted navy form the center of the palette, while relaxed double-breasted tailoring is cut from paper-touch cotton and outerwear is loose and undone.

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Fresh leisurewear pieces are also brought into focus, with anoraks, shorts and open collar shirts ready for the day by the ocean. Womenswear presents beautiful soft-cut dresses in flowing plissé, subtly oversize outerwear and easy tailoring, at times lightly pulled in at the waist with nautical-inspired rope belts.

Faces of the campaign, models Benjamin Eiden and Grace Elizabeth are captured in a natural manner, reclining in the shade and gazing towards the horizon, embodying the mood of the campaign. Just like this, the message this Spring/Summer is to sit back, relax and dream.