Hugo Boss will reportedly sit out of next season's New York Fashion Week as the brand continues to focus on restructuring. The label will concentrate on "strategic steps to orient its creation, marketing and communication activities more pointedly towards menswear." The spotlight on menswear might come as a surprise, since the brand hired Jason Wu as creative director in 2013 to design the women's line.
Jason Wu after the Hugo Boss Fall 2016 show. Image: Getty.
Although rumours circulated that Wu was about to make his exit, chief brand officer Ingo Wilts assured that the designer is "extremely important" and will therefore stay with the brand. "However, it is essential that we achieve a better balance between our menswear, which has traditionally been so pivotal for us, and our womenswear," he said.
Some changes the brand is considering include mixing the Boss Orange and Boss Green lines, and raising prices in Europe.
Hugo Boss A/W16.
Via Harper's Bazaar US