Wonderland.

Pitti: Hugo Boss SS18

The brand goes all out in Florence.

Voodoo Magic

Hugo Boss has arrived at Florence’s Pitti Uomo, which is fast becoming the fashion week presentation to be at across the world. For Boss’s SS18 offering, the inspiration comes from all things wiccan, and in particular voodoo magic and the symbolism attached to the age old spiritual folkway. The result of this led the brand to explore the work of artists, particularly focusing on the work of Basquiat. Citing the “creative spirit” of these artists as the primary inspiration, artistic prints, diverse textures and simplistic silhouettes all featured.

Loverboy’s Touch

After the success of his first solo show at London Fashion Week Men’s – where cardboard characters took to the runway in a colour-burst spectacle – Charles Jeffrey hotfooted it to Florence to add some of his creative flair to Pitti’s runway, offering up new interpretations of his abstract colourful prints for Hugo Boss, manifesting in uniquely printed mesh tees for men and sheer shirts for women. The colourful infusions gave Boss’s SS18 line-up an authentic edge, while maintaining the brand’s elegance within the evening wear arena.

Live Fast Die Young

Just as memorable as the collection itself, the post show party was similarly a spectacle. Headed up by visual artist and musician M.I.A. – who treated attendees to an exclusive live performance – the event was attended by the a plethora of well known names including Anwar Hadid, Hari Nef and Jamie Campbell Bower. Boss by name, boss by reputation?

Pitti: Hugo Boss SS18

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