HUGO BOSS will stage HUGO fashion show at Pitti Immagine Uomo

HUGO BOSS will stage HUGO fashion show at Pitti Immagine Uomo 

Metzingen, March 23, 2017. HUGO BOSS’ brand HUGO is set to make a big impact: the new Spring/Summer 2018 collection will be presented at Pitti Immagine Uomo in Florence on June 13, 2017 with a combined mens- and womenswear fashion show. 

"HUGO has always been our more progressive brand. We are very much looking forward to presenting the collection at the Pitti Uomo – one of the world’s most important platforms for men’s clothing and accessory collections," states Ingo Wilts, CBO of HUGO BOSS. "It’s the ideal setting for showing innovations in fashion and for presenting the brand to a relevant audience of buyers and press."

"We are very happy that HUGO BOSS has decided to invest in Pitti Uomo for an occasion as important as the presentation of the Spring/Summer 2018 HUGO collection," says Raffaello Napoleone, General Manager of Pitti Immagine. "This special event is making our calendar even richer, reconfirming Pitti Uomo and Florence as the place to be for men’s fashions and for launching new projects. We immediately said ‘yes’ to this new collaboration and we hope that it will be a huge success". 

With its fashion-forward collections, HUGO targets an edgier and trend-conscious audience. Thus in its communication strategy, the brand focuses on online and social media activities to engage with digitally switched-on consumers. HUGO’s new digital-led advertising campaign, shot by photographer Harley Weir, features portraits of up-and-coming talents from the worlds of art, music, film and fashion. The faces of the campaign include musician Soko, model Anwar Hadid and entrepreneur Luka Sabbat who are all part of a generation whose lives are inextricably linked with digital. 

Further information on HUGO and HUGO BOSS can be found at 

If you have any questions, please contact:

Dr. Hjördis Kettenbach
Head of Corporate Communications
Phone:            +49 7123 94-83377
Fax:                +49 7123 94-80237