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Boss Women’s Marks 20th Anniversary in Milan
Sep 23, 2020
Milan suits Hugo Boss like a well-tailored suit.
In fact, to mark the 20th anniversary of Boss women’s wear, the German men’s wear giant is returning on Friday to the exact same venue in the Italian fashion capital — the Palazzo del Senato — where it launched its first feminine styles.
The coed display, while tilted toward women’s wear, will exalt Boss’ tailoring prowess for both sexes, while acknowledging the casualization trend that intensified during coronavirus lockdowns.
During a Skype interview this week, Ingo Wilts, chief brand officer of Hugo Boss , reflected on how much fashion has changed over the last two decades, when that first Boss women’s collection was paraded in the deep gully between steep bleachers.
“I think we had five or six rows, which is not even accepted anymore. If you have two rows, our p.r. team freaks out already because everybody has to sit in the first row, or maybe the second row,” Wilts remarked with a chuckle.
He also recalled “how sexy” fashion was at the turn of the new Millennium compared to now, which Wilts plans to wink to by styling a few women’s suits with bra-like tops underneath.
Overall, the spring collection is “warmer” and exalts a “nature feeling” heightened by abstract flower prints, the fruit of a collaboration with British artist William Farr, Wilts said.
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