Craftsmanship comes to the fore in a supremely feminine BOSS Womenswear collection for Fall/Winter 2016. Drawing on the tailoring expertise of the house and further developing the architectural ideas so central to BOSS, every seam is curved to follow the female form. Contrasting textures, colors and fabrics are brought together, while a unique floral motif defines the softer mood this season. Presented at New York Fashion Week, this was Artistic Director Jason Wu’s fifth collection for the brand.
The raw, industrial space of Skylight Clarkson Square, a former rail terminal, was the chosen venue for the reveal of the Fall/Winter 2016 collection. Celebrities including actresses Rooney Mara, Emily Ratajkowski and Hannah Herzsprung, together with models Kylie Jenner, Kiki Kang and BOSS campaign star Clément Chabernaud, watched from the front row as an array of supremely feminine designs were showcased before more than 600 international guests.
HUGO BOSS has further developed its interactive digital approach this season, offering fans around the world multiple perspectives on the show. A dashboard set-up at hugoboss.com/fashionshow offered three simultaneous live streams during the event, in addition to two live Periscope streams, one from the front row. A 360-degree film of the event is also available on the brand’s YouTube and Facebook channels, while the full show, including the backstage experience, was covered live on Instagram, where the @hugoboss account has now attracted more than one million followers.
Under Wu’s direction, BOSS Womenswear has successfully evolved into a recognizable yet understated luxury brand, offering the BOSS woman covetable ready to wear and accessories that take her through each day with elegance and poise. This development is mirrored in growing brand awareness, and double-digit sales growth in 2015.