SHANGHAI — Prefall was not business as usual for Hugo Boss. For its new coed collection, it put on a show here, three weeks after its last runway event staged in Milan.
Actors Henry Cavill and Mark Chao, as well as Olympic swimmer Ning Zetao, sat front-row at the circular stage set up at Tank museum on Friday night to view the runway and an after party headlined by Taiwanese musician A-Yue and rapper MC Hotdog.
The 66 looks featured mostly head-to-toe monochrome while showcasing a range of color — from mint green, various shades of blue and berry — in the brand’s easy tailoring.
“At the beginning, it’s a lot of high summer product, very light and very airy,” said Hugo Boss’ chief brand officer, Ingo Wilts, “but later on at the second part of the collection, you will see darker colors but still with the same design idea. ”
While the designer said he still wanted to capture the business customer, he also hoped the night would “show and inspire and establish Boss as a fashion brand here in China.”
“Most people probably think of Boss as business suit, white shirt and a tie, but I want people to see how inspiring we are,” he said.
Locally, the brand has somewhat different positioning to the west.
“What I hear from our teams is that we are in the upper premium market, very close to luxury, which is very different to how we’re perceived in Europe,” Wilts said.
A good deal of the women’s looks were flowing asymmetric dresses, which influencer Caro Daur described as “sophisticated and strong.”
“My favorite outfit was the long white coat with a turtleneck. I think it’s timeless,” said Daur. “I feel like I am a strong woman and when I wear Boss, I feel strong, to be honest.”