92 Sweet Summer Breeze
Hugo Boss is getting its fans ready for a stylish seaside adventure next year.
Merging nautical style and a seaside idyll, Hugo Boss’s spring/ summer collection for next year outlines a fresh, crisp and fashionable vibe.
The men who exuded the sort of sharp tailoring synonymous with Hugo Boss were not on the runway. Instead, Chris Hemsworth, Alexander Skarsgard and Matt Bomer were in the front row at the brand’s spring/summer 2018 show, dutifully decked in suits of utmost precision. On the runway, however, the vibe was more mellow than methodical. Ingo Wilts, the chief brand officer of Hugo Boss, promised that “everything will be light and easy”. And he delivered. The Hugo Boss weather forecast calls for a summer of ease.
Unifying the collection is a nautical inspiration that ranges from Bermuda shorts to doublebreasted jackets, resulting in the sort of breezy clothes that are a unique combination of Manhattan meeting Martha’s Vineyard.
A colour story divides the collection into five, starting with seaside shades of eggshell, cream, pale dove and icy blues, eventually giving way to richer hues of brown and blue, along with vibrant reds. The theme is sometimes immediately evident – fisherman’s hats and stylishly-cut mackintoshes – and sometimes subtle with business-ready jackets reborn in light linen alongside shirts with a easy, Bahamas-like vibe. You can almost feel the sun and smell the seafood grill.
It’s not all marina menswear though; towards the end, the collection veers off into urban territory – black bombers, tomato red coats and easy sweaters for those who prefer to prowl city piers.
The brand’s DNA of precise tailoring is still there in the details, but is now wrapped up in a laidback vibe.
For next summer, Hugo Boss is going on a carefree seaside vacation, and everyone aboard this languid yacht ride will be dressing the part. hugoboss.com Δ
The theme is sometimes immediately evident and sometimes subtle.