German fashion company Hugo Boss is betting on younger generations. Despite both, the Hugo and Boss brands will continue offering formal apparel, they will extend their casual and sporty inspired selection in order to reach a wider and younger clientele.


As part of the new strategy Hugo, the fashion-forward brand, part of the Hugo Boss group, will present their s/s 2018 collection at Pitti Immagine Uomo in Florence on 13 June 2017 within a combined men’s- and womenswear catwalk show and will present a wide selection of trendy and casual pieces, even if suits will also be part of the offer.


As Hugo targets an edgy and trend-conscious audience, they also recently launched a new communication strategy, focused on online and social media activities aiming to engage with digitally-connected consumers. Its new campaign, shot by photographer Harley Weir, features up-and-coming talents from art, music, film and fashion. The faces of the campaign include musician Soko, model Anwar Hadid and entrepreneur Luka Sabbat who are all part of a generation inextricably linked with digital.


Speaking more specifically about Boss, the Boss Orange and Boss Green lines, both offering casual apparel, will be integrated within Boss. Therefore, Hugo Boss group will generally further increase its selection of casual and sportswear products, while keeping their focus on premium and contemporary menswear.


The company has also started a new four-week workshop on sustainable fashion design and innovation in collaboration with Parsons School of Design at The New School in New York. They also launched a contest - the Innovating Impact Design competition - opened to students of various disciplines within the school. The four winners, in addition to a scholarship of USD 55,000 each, will have the opportunity to extend their work experience within the Hugo Boss group. Goal of the initiative is to further boost innovation and sustainability as product qualities within the Hugo Boss offer, while, at the same time, attract gifted young talents with unconventional ideas.