Hugo Boss will host a combined men’s and women’s fashion show of its Spring/Summer 2018 HUGO collection, which focuses on the progressive and trend-conscious consumer, at this year’s Pitti Immagine Uomo in Florence in June. “It’s the ideal setting for showing innovations in fashion and for presenting the brand to a relevant audience of buyers and press,” said Hugo Boss chief brand officer Ingo Wilts in a press statement.
“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,” said Pitti Immagine CEO Raffaello Napoleone. “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.”
Over the past few weeks, other design houses have announced that they will be jetting to Italia this summer to participate in the international men’s fashion event—including J.W. Anderson and Off-White—which has been a regular on the fashion circuit since the ’70s.