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Still from "This Is Boss."
Koponen and Brambilla shooting "This Is Boss."
Still from "This Is Boss."

Marco Brambilla’s Enchanting, Hypnotic “This Is Boss”

By Katy Donoghue

September 4, 2014

In the lead up to its September 10 show, the first spring/summer 2015 womenswear collection from Artistic Director Jason Wu, Hugo Boss released a short film today by the artist Marco Brambilla.

The film, This Is Boss, stars model Suvi Koponen. It starts with a rotating close-up of Koponen, straight slick hair tucked behind her ears, eyes closed. As the sounds of Tschaikovsky’s “The Sleeping Beauty” begin, we see the vision of forest at night, with trees marked by bands of light, appear in her mind.

Open Gallery

Still from "This Is Boss."

Soon we are in the woods with Koponen, who stands underneath a spotlight, dressed in a long, white column of silk, her torso flanked by sheer panels from shoulder to hip. There’s a shot of the her walking alone through the misty thicket, calling to mind the lyric from Disney’s Sleeping Beauty, “I know you, I walked with you once upon a dream.” The film keeps to spinning, slowly at first, like a carousel picking up speed, as the image of Koponen mutliplies among the trees.

The continual movement of shots is reminiscent of Brambilla’s continuous loop videos. But the artist uses more of a subtle hand for This Is Boss. The hypnotic and fantastic quality we’ve come to expect from him is still there, and the film does end full circle. “Once the choreography reaches its crescendo, she collapses back into the original version of herself and we loop back to the beginning and her origin,” describes Brambilla.

Open Gallery

Koponen and Brambilla shooting "This Is Boss."

Wu calls it “a spring awakening,” which we’ll take as a hint for what he has in store for us in the spring/summer 2015 line.

Hugo BossJason WuMarco BrambillaSuvi Koponen


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