HUGO will present its S/S 2018 collection
at Pitti Uomo 92
On June 13, 2017 with a combined mens and womenswear fashion show
HUGO BOSS’ brand HUGO is set to make a big impact: the new Spring/Summer 2018 collection will be presented at Pitti Immagine Uomo in Florence on June 13, 2017 with a combined mens and womenswear fashion show.
“HUGO has always been our more progressive brand. We are very much looking forward to presenting the collection at the Pitti Uomo – one of the world’s most important platforms for men’s clothing and accessory collections," states Ingo Wilts, CBO of HUGO BOSS. "It’s the ideal setting for showing innovations in fashion and for presenting the brand to a relevant audience of buyers and press.”
With its fashion-forward collections, HUGO targets an edgier and trend-conscious audience. Thus in its communication strategy, the brand focuses on online and social media activities to engage with digitally switched-on consumers. HUGO’s new digital-led advertising campaign, shot by photographer Harley Weir, features portraits of up-and-coming talents from the worlds of 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 whose lives are inextricably linked with digital.
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