By  on September 30, 2008

Today will see the Paris presentation of Bruno Pieters’ second collection for Hugo, the edgy diffusion line of Hugo Boss. A graduate of Antwerp, Belgium’s Royal Academy of Fine Arts, 31-year-old Pieters worked as assistant to Martin Margiela and Christian Lacroix before launching his signature ready-to-wear line in 2002 at age 24. In April 2007, Pieters was appointed art director of Hugo. Sales for the designer’s first collection there, currently in stores, rose 18 percent.

WWD: What’s your aim with Hugo?
Bruno Pieters: The original idea for Hugo was to create an avant-garde, fashion-forward brand within the Hugo Boss Group. I’m trying to develop a look and codes for them that are recognizable and are theirs by focusing on their strengths, such as tailoring and cut. Hugo is known for suits and it’s an element I love to play with in my designs.

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