Hugo Boss Reboot



In the city infamous for blending art, music, architecture, and a plethora of diversified modes of expression, it was fitting for Boss to present the Fall/Winter 2019 collection in New York under the new creative direction of Ingo Wilts.

Drawing inspiration directly from the Manhattan art scene, the Boss man and woman stepped out of the office dressed according to Wilts’ new corporate codes. They found themselves in Chelsea art gallery district.  The carefully created looks were rooted in formality, beginning with the suit, an integral part of the brand DNA. The collection reflected a precise and tailored image combined with a laidback spirit. Paying reference to the brand heritage, suits evolved and were complimented by sportier elements, complete with a play on proportions and emphasis on detailing.

Architecturally inspired, the collections were based on craftsmanship, shifting from tailored coats in a variety of luxurious fabrics like alpaca wool to double-faced cashmere. Raw-edge finishes and stitching details continued to underline and leverage the carefully curated overall feel, accented by scarce colours from cool yellow, a base camel colour palette, and mélange grey, shocked every now and then by dark blush pink.

Putting a spin on workplace casuals, Wilts brought BOSS back to its roots with a keen focus on truly unique materials, tailoring, and signature BOSS details.