As artistic director of Hugo Boss BOSS Womenswear, Jason Wu dresses women to look confident, sexy and powerful. We speak to him about his new collection, now available in South Africa
Jason Wu was named artistic director of Hugo Boss BOSS Womenswear in 013. It’s two years later, and the Taiwan-born, New York-based designer has been responsible for giving the German brand a fresh, modern spin and increasing sales with his unique approach. This has involved updating the Hugo Boss aesthetic with pieces like the slinky midlength slip dresses customers have come to love.
WHAT WAS YOUR INITIAL VISION FOR BOSS WOMENSWEAR? To me, the hallmark of BOSS is con dence and precision. It’s also the combination of craftsmanship and tailoring with engineering. The sharp silhouette of the suit. I aim to contrast that with a softness and femininity, to create a mi that feels relevant for a modern woman. When I was designing my rst BOSS collection, I went to the company’s headquarters in Germany and found a contrast between the minimal glass and steel architecture, and the natural curves of the landscape. Man meeting nature. That idea of strict and formal meeting soft and gentle was the cru of the collection I presented for BOSS during New York fashion week.
WHAT DID YOU WANT TO PRESENT WITH YOUR NEW BOSS WOMENSWEAR COLLECTION? The collection is about powerful, con dent, se y clothes. Those ideas are really what BOSS stands for and has always represented. I love the idea of referencing the heritage of Hugo Boss through trademark tailoring, precision in cutting, and a lot of menswear details. However, my aim is to translate all of those elements beautifully into intrinsically feminine fashion. That’s what my designs are all about.
WHERE DO YOU DRAW INSPIRATION FROM? I get my inspiration from all over the place I like to travel, and now that I am in Europe a lot in my new role as BOSS Womenswear artistic director, I nd it inspiring the cultural roots, the architecture and, of course, the fashion.
WHAT KIND OF WOMAN DO YOU HAVE IN MIND WHEN DESIGNING YOUR CLOTHES? What I do is inherently very feminine there’s always se appeal, and there is also always a sense of con dence. What I want is to ensure the woman is assertive, but fragile at the same time. This assertiveness coupled with femininity and sensuality is the epitome of my new BOSS woman.
Hugo Boss headquarters in Metzingen,