Hugo Boss Orange: surprisingly cheeky

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There's so much playful tomfoolery going on in this campaign that you might mistake it for one of Diesel's Be Stupid offerings. Only this is a campaign that is sans brightly coloured, blocky slogans.

The campaign is actually for Hugo Boss Orange - the fashion house's more urban, more casual line. And it's one of those cases where the quirkiness of the campaign outshines the safeness of the clothing, thanks largely to the execution by photographer Matt Jones and the natural warmth that models Eniko Mihalik, Dree Hemingway and Lily Donaldson bring to each shot.

It's also a campaign that sells itself a little on the unexpected. Hugo Boss is generally seen as a serious brand, not the kind that would promote their collections via shots of Eniko Mihalik peeking her head through someone's washing line, or holding oranges over her otherwise naked private parts.