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Meet the New Face of Hugo Boss


Classical violinist Charlie Siem has landed the Hugo Boss Spring 2015 campaign as the new face of the luxury brand, joining the ranks of actors Gerard Butler, Ryan Reynolds, and Jonathan Rhys Meyers. The campaign, shot by Inez and Vinoodh, showcases the impeccably dressed musician temporarily replace his violin with a bag from the Spring 2015 collection. interviewed Charlie Siem last year at his home in London and the violinist told Features Editor Caterina Minthe, “A violin is not just a piece of wood—it’s more than that. It’s like a relationship that you would have with another human being; only it’s more mystical.” While we will be hard pressed to believe that he shares the same level of affection for his Gucci bag, the British musician of Norwegian roots is by no means a novice to the world of fashion, having previously appeared in editorials for Vogue, campaigns for Dunhill and Giorgio Armani, and has also been featured in Karl Lagerfeld and Carine Roitfeld’s book, The Little Black Jacket: Chanel’s Classic Revisited. With Chanel employing classically trained singer-songwriter Lo Fang for its Chanel No. 5 campaign film and Hugo Boss favoring a violinist to front its Spring 2015 campaign, it would appear that fashion is having a major classical music moment.

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