Boss is known for its sharp and tailored pieces with a sophisticated feel. With a focus on business-look cuts and styles, Hugo Boss has become known as one of the most sought after brands. The German brand, which had once almost become completely bankrupt even before it bloomed into what it is today, made over €333 million in profit in the year of 2013. Art director Jason Wu, who also has his own self-named line, designed the Boss Resort 2016 line. Jason Wu is also famed for designing much of Michelle Obama’s clothing, including the dresses for the first and second inaugurations of President Obama.
When talking about the collection, Wu said to Womenswear Daily that he wanted to make this collection slightly different by “injecting a sense of ease into the clothes.” The new collection is distinct from its predecessors, as the pieces have a more feminine edge to them. It must be noted that Hugo Boss began as a menswear brand in the 1920s, and dwelled in masculinity in its early life during Nazi Germany. Boss did not begin to include womenswear in collections until the early 2000s. When speaking to Vogue, Wu alluded to this, saying “Womenswear is still basically the ‘new kid’ around here… I wanted to start with collections that related more closely to the menswear DNA. Now it’s a little less strict, but with all the neatness.”
The collection was definitely distinct, with light colours, prints and flattering, feminine necklines. Cuts were more figure hugging, and shapely rather than boxy. Materials were also lighter and in some cases, they even had a hint of shine or sparkle. Models were styled in a way that they looked fresh-faced, with minimal make up and swept back hairstyles. Accessories which accompanied the collection were sharp yet down-to-earth, with pastel colours that matched the clothing.
Images Source: Womenswear Daily and Vimeo.