Hugo Boss to make Pitti Uomo comeback

By

Dominique Muret

Published
Mar 22, 2017

After a long absence, Hugo Boss has flagged its return to Pitti Uomo. The German brand, which had participated for a number of years at the Florentine menswear tradeshow, looks to organise a runway show for the next summer edition, which takes place June 13 to 16.

It will be a mixed show presenting both men's and women's spring/summer 2018 collections for Hugo, the group's youth line, as indicated to FashionNetwork. Further details surrounding the event will be unveiled this Wednesday. Hugo used to show in Berlin.

This latest change up is inline with Hugo Boss's strategy relaunch, effective since May 2016 and put in place by Mark Langer. It comes as the group's total revenues dipped 4% last year, to 2.693 billion euros, while sales at brand Hugo lifted 32%, or close to 380 million euros.

Leading up to this, the brand announced last autumn its intentions to abandon the luxury sector and return to its roots, positioning itself in the premium segment with its flagship lines Boss and Hugo.

This latest Florence comeback was announced by Hugo Boss chief brand officer, Ingo Wilts, with the publication of its annual group results, reported by TextilWirschaft. Wilts was reinstated  to the group in November 2016, for which he had previously worked in the past, succeeding Christoph Auhagen. He presented his first collection in New York in January.