September 1 2014

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Hugo Boss Goes Big In Beijing


In a week when Alexander Wang and Nicola Formichetti were both jostling for attention in Beijing, Hugo Boss needed to step things up. The capital’s not shy of multimedia extravaganzas—Burberry recently upped the catwalk ante with its holographic spectacular—but Hugo Boss literally added another dimension on Friday with its first-ever China runway show and after-party. ”To do something of this magnitude is a milestone for the brand and we wanted to give the Asian market this wonderful boost because it’s already so successful,” said BOSS Black womenswear designer Eyan Allen. (It’s a savvy move on their part—the brand plans to open 60 new stores in the mainland over the next three years.)

After six months of planning, the label presented the BOSS Black Fall 2012 collection for men and women (almost 90 percent of the looks were custom-made specifically for the event), live-streaming it in 3-D across the globe. More than a few big names, however, turned out to see the spectacle at the National Agricultural Exhibition Center in person, including Asian A-listers like Hong Kong actor royalty Chow Yun-Fat, Miss World Zhang Zilin, and Korean actor Jang Hyuk, along with international celebrities like Tilda Swinton, Georgia May Jagger, and China Chow.

On the 1,170-square-foot runway, models (Arizona Muse, Carmen Kass, Jessica Stam, and Fei Fei Sun among them) paraded through glittering angular arches that turned the catwalk into a surreal psychedelic tunnel. Of the sleek, old movie-inspired looks, Allen explained, “I’ve added leather corsetry to add some attitude.” As for the menswear, an unusual nicotine shade livened the tasteful mineral menswear palette and man bags came in as chunky businesslike valises.

The second part of the show featured 16 exclusive looks from the BOSS Selection brand. When Chow Yun-Fat did the final turn in a claret velvet tuxedo to the tune of the Beatles’ “Birthday,” the Chinese crowd offered a standing ovation, to the bemusement of the international jet set. It was then announced not only that it was the actor’s 57th birthday, but he will be the face of BOSS Selection for the Asia market. Afterward, the party continued into the early hours to tunes by the Capital Dance Orchestra from Berlin and eighties classics from fashion go-to DJ Michel Gaubert.

Photos: Courtesy of Hugo Boss

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