The German brand Hugo Boss showcased fresh colours, fluid fabrics and easy silhouettes in Milan.
Milan Fashion Week has always been associated with a certain flamboyance and flair of excess. As such, it takes a confident designer to confront the conventional – the bold, bombastic and at times slightly bizarre – and instead let the fresh colours, fluid fabrics and easy silhouettes speak for themselves.
The Spring Summer 2020 collection from the German brand, shown for the first time in Milan on the final day of the city’s women’s fashion week, provided a subtle way in an environment surrounded by bold and peacock-like styles.
Overseen by BOSS’s chief brand officer Ingo Wilts, the show took its cues from the classic European summer tailoring.
Anchoring on an easy silhouette, the collection was broken down into several key, entirely tonal colour stories – and, true to form, there wasn’t any clash of colour coordination throughout the presentation.
The white and beige section that opened the show featured some of the best double-breasted suits the brand has ever produced.
Beyond the more traditional tailored pieces, there were a number of suede and leather trench coats and bombers that had a truly luxurious air about them.
Pieces are designed to be mixed and matched, a move which plays into Wilts’ ambitions for this collection – which has been named BOSS Individuals – namely to embrace personal style.
‘Our collection should be timeless,’ explained Wilts which should appeal to the discerning gentleman, who is increasingly happy to favour classic elegance rather than trendy garments, for building a timeless wardrobe. At a time when fashion is taking sustainability seriously – that is a pertinent message.
Discover BOSS FASHION SHOW SPRING/SUMMER 2020