May 27, 2015 |
Bawse is a synonym for awesome. It’s a corruption of “Boss” and is predominantly used by urban people. And teenage girls on Twitter. For example, “My new @Forever21 lace-paneled kimono is so #bawse.” It’s defined by Urban Dictionary as “literally the illest shit your whacked out mind can comprehend.” Now Boss’s new campaign is bawse. Shot by Inez and Vinoodh and starring Clement Chabernaud and Edie Campbell, it’s so bawse (in the awesome sense, not the “illest shit your whacked out mind can comprehend way” sense). Clement has “a very masculine look but also possesses a refinement that is extremely modern,” says the brand’s artistic director Jason Wu. “While, for me, Edie is the face of this generation.” So Boss and sooo bawse.
Photographers: Inez van Lamsweerde and Vinoodh Matadin
By Ted Stansfield
