Saint’s male stars land global ad campaigns

It’s a double-shot of remarkable global exposure for Saint International model sensations Romaine Dixon and Lawrence, who are co-fronting newly released worldwide advertising campaigns for the luxury fashion houses Hugo Boss and Alfred Dunhill.

With the new Hugo Boss Fall/Winter 2020 ad campaign launching in magazines, billboards and across online platforms across the world, the St Catherine-born Dixon revealed that the Boss shoot was done in London back in March, by noted fashion photographer David Sims. “As lockdowns are slowly eased around the world, this campaign shows a diverse group coming together and stepping forward into a new era,” explained Chief Brand Officer of Hugo Boss Ingo Wilts of the campaign.

The Germany-founded Hugo Boss brand, which generated over €2.9 billion in global sales last year, produces luxury clothing, accessories, footwear, and fragrances. Dixon first came on the Boss radar when he walked the brand’s Spring/Summer 2019 runway show in New York.

SELF-DISCOVERY

With COVID-19 pandemic putting work travels on momentary pause, Dixon, who graduated from Excelsior College last year with a supply chain and logistics management degree, shared that the downtime has allowed him to rediscover his love of dancehall music. “I am trying to reconnect with the person I was who used to write songs, and I’ve been able to write a few and record one, it’s very conscious-flavoured, nothing slack,” he assured.

Meanwhile, for Saint compatriot Lawrence, his just-released campaign appearance for the London-based luxury goods company, Alfred Dunhill, comes as an unexpected surprise. The conceptual treatment for the campaign was crafted from intimate portraits taken backstage at the Fall/Winter 2020 runway collection show in Paris earlier this year. “At first, I didn’t know about the campaign, but when I found out, it made me jubilant because I honestly love the brand and it contributes a lot to my profile going forward,” 19-year-old Lawrence, who was scouted a year ago by Saint heading home from his alma mater, Port Antonio High School, shared.

NEW COLLECTION

Dunhill’s Creative Director Mark Weston described the new men’s collection “as a cross between the preppy and the new wave, the establishment and the anti-establishment”.

As the summer season winds down and he eyes a return to the frequent flier model life, Lawrence, who launched his international career with an exclusive Gucci runway show directly booked from Jamaica by his Saint boss Deiwght Peters, said, “While I would usually have been travelling quite a bit, this summer has been pretty chill and I have been going to beaches and rivers in Portland and mixing music on my Pioneer DJ controller.”

Within the last two years, Dixon and Lawrence have proven formidable fashion industry stars, racking up an impressive list of campaigns and lookbooks for the world’s most famous and influential labels and brands.