BERLIN — The industrial setting — cavernous factory halls about 20 miles from the city — and the turbolike engine revolving at the end of the runway was the perfect backdrop for the relaunch of Boss Orange during Mercedes-Benz Fashion Week Berlin. More than anything, one felt Hugo Boss’ massive industrial wheels rolling.
The more casual Boss Orange line, now under the creative direction of Eyan Allen, represents the German power brand’s second largest source of sales after Boss Black. In 2008, that added up to about $426 million, or 19 percent of total Hugo Boss brand sales of $2.25 billion (converted from the euro at an average exchange rate for the year). The men’s Boss Orange collection is sold in more than 3,000 points of sale, the women’s range in more than 1,000.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"