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WITH A NEW CHIEF BRAND DI­REC­TOR ON BOARD, HUGO BOSS UN­VEILS A STRONG NEW COL­LEC­TION WITH TRAVEL ON ITS MIND.

Town & Country (Philippines) - - CONTENTS / AUGUST DEPARTMENTS - By Pierre A. Calasanz

Ingo Wilts takes the cre­ative reins at Hugo Boss.

Af­ter spend­ing the bet­ter part of the decade work­ing for var­i­ous fash­ion la­bels in­clud­ing Elie Ta­hari, Tommy Hil­figer, and Ken­neth Cole, Ger­man de­signer Ingo Wilts is back for a third stint at Hugo Boss, tak­ing the reins as chief brand di­rec­tor late last year. First up on his agenda, fresh­en­ing up the com­pany’s clas­sic styles for the mod­ern con­sumer.

BOSS, Hugo Boss’ premium line for men, re­flects this di­rec­tion in its fall­win­ter 2017 col­lec­tion. As with many fash­ion houses to­day, travel plays a big role in the de­sign in­spi­ra­tion, with the show de­signed for a man “pre­pared for ev­ery­thing and ready to take on the world.” As ex­pected, the re­spect for tai­lor­ing is a key el­e­ment in the col­lec­tion, but a big sur­prise was the preva­lence of sil­hou­ettes that brought to mind the fash­ion from the late ’80s and ’90s. For those too young to re­mem­ber, that meant cloth­ing that was loose, vo­lu­mi­nous, and with gen­er­ous pro­por­tions. It’s a brave step for the la­bel, con­sid­er­ing that the slim-cut suit has long been in vogue and shows no signs of go­ing away. To fur­ther high­light Wilt’s con­fi­dence in de­signs past, the run­way col­lec­tion was lib­er­ally pep­pered with wide dou­ble-breasted suits (the gray pin­stripe ver­sion would look great in any man’s wardrobe) and high-waisted pleated pants. Bal­anc­ing the look were a few slim­mer de­signs with shorter cuts. Other high­lights in­cluded a struc­tured ivory trench coat with mil­i­tary-style epaulets (and a cu­ri­ously large pocket sewn un­con­ven­tion­ally across the chest), loose mar­itime-in­spired turtle­necks, and boxy jack­ets. The la­bel has also em­braced the “ath­leisure” trend, and showed hand­some parkas, zip-up sweaters, and leather jack­ets. Through­out the col­lec­tion, there was a nod to sea­far­ing pur­suits, with the look of the chunky fas­ten­ings, buck­les, and other hard­ware di­rectly in­spired by nau­ti­cal equip­ment.

It’s an im­por­tant col­lec­tion for the brand as it seeks to re-es­tab­lish it­self in an ul­tra-com­pet­i­tive, highly tur­bu­lent global mar­ket. In a state­ment re­leased by the fash­ion house, Hugo Boss chair­man mark Langer re­veals the goal for the com­ing years: “We want to be the most de­sir­able brand in the up­per premium seg­ment–noth­ing more and noth­ing less.” city of dreams Manila, greenbelt 5, new­port Mall, rustan’s shangri-la and shangri-la Plaza east wing.

coAt oF ArMS hugo Boss put a big spot­light on men’s coats this sea­son, from the clas­sic trench to util­i­tar­ian parkas. Be­low: chief brand di­rec­tor Ingo wilts.

t&c

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