The second outing for Hugo, Hugo Boss followed on ideas planted last season. Designer Bruno Pieters presented a minimal and stark collection that is dramatically redefining the image of Hugo Boss. The collection was inherently modern but seemingly removed from the established heritage of the highly successful Boss brand. Pieters is depicting the Hugo man as super svelte and fashion forward in his progressive vision for contemporary dressing. The collection is press worthy and demonstrates an acutely skilled interpretation of classic menswear pieces - each being reworked through complex cutting techniques and radical fabrications. Unfortunately, not many men can get away with white tennis shorts and see-through shirts and the idea of a totally white outfit will fill most consumers with dread. The collection seemed to pay homage to the master of modernity Raf Simons. Stark silhouettes and block colour have been prescribed before but gold disks panelled on jackets did offer an interesting idea for surface decoration. Adrien Brody was in attendance at the show, and the query of how he would utilise such youthfull looks into his usually sombre wardrobe would be an interesting discussion. So while the invigorated Hugo label certainly has vision and a modern aesthetic - do the Hugo customers have the nous to follow suit?
Not many men can get away with white tennis shorts and see-through shirts and the idea of a totally white outfit will fill most consumers with dread.