Hugo Spring/Summer 2018
The more accessible, younger-leaning label of the Hugo Boss umbrella (Boss being the high-end brand), Hugo presented its Spring 2018 collection in a runway format for the first time in six years during the Pitti Uomo men’s trade show in Florence. Global presence for this label is a top priority for the German behemoth, which seems to be well positioned for attracting more audiences after looking through this lineup of fresh, fashion-forward pieces. Elongated topcoats, slouchy sweaters, utilitian jackets, even pajama sets were infused with an urban edge that marks a significant shift from the stuffy, corporate uniform connotation the parent brand has been known for. A range of dazzling textures and prints, such as brush strokes, graffiti and a marble-esque lookalike, added energy and high-impact to the canvas of sportswear. Sheer colorful tops popped under traditional black suits, and yet, one could be seen stepped out in nothing a bold, graphic Hugo ensemble and it would still be a home run.