WWD.com/fashion-news/fashion-features/hugo-boss-to-launch-women-s-orange-line-571016/
government-trade
government-trade

Hugo Boss to Launch Women’s Orange Line

Hugo Boss plans to add a dash of orange to women's wardrobes.

NEW YORK — Hugo Boss plans to add a dash of orange to women’s wardrobes.

Next spring, the company will expand its existing Boss Orange men’s line, which was launched in 1999 and focuses on sportier casual looks, with a women’s collection. Boss Orange for women will be positioned similarly to the men’s counterpart with looks that complement the more classic Boss Black women’s label and the younger-skewing Hugo brand.

Boss’ head designer, Andrea Cannelloni, will oversee Boss Orange for women. The collection is expected to have a focus on denim, and there will be categories such as footwear, jewelry, accessories and swimwear, most likely to be manufactured in-house. Retail prices will range from $55 to $295 for jersey and knitwear looks and $175 to $350 for denim pieces. Leather jackets, meanwhile, can go for up to $1,500 at retail.

The company did not disclose sales projections. The line will be shipped to stores in January, and Boss expects to distribute the launch collection to 300 doors worldwide. In the U.S., it will be introduced in 17 directly owned Hugo Boss stores. Boss plans to support the launch with an advertising campaign featuring women’s and men’s looks, and the strategy also includes eventually opening Boss Orange-only stores. The company has yet to determine the campaign’s launch date.

The collection will be unveiled with a fashion show at the contemporary fashion trade fair Bread & Butter, which will be held in Berlin July 22-24.