Hugo Boss has tapped Toni Garrn to front a new capsule collection inspired by the brand’s heritage.
The luxury label has designed a new line called Boss ‘Made in Germany’, a 12-piece capsule for men and women all envisioned and manufactured in the nation.
Chief brand officer Ingo Wilts told WWD that the brand was “proud to be the biggest premium fashion-maker in Germany” and wished to celebrate its origins in the latest limited-edition project.
The collection has been based on Hugo Boss’ signature tailoring and used exclusively developed Italian fabrics to reinvigorate six pieces for men and six for women.
Men’s garments include a checked double-breasted coat, a twill suit, a crewneck sweater and an embossed leather bomber jacket, while women are able to purchase items such as a checked pencil dress, a wool mohair mixed rollneck pullover and a silk bow blouse.
“We also know that whenever we go outside Germany, in France or Asia, for example, they really appreciate (articles) made in Germany,” Wilts added.
He also explained that the collection took some inspiration from the characters played by Steve McQueen and Faye Dunaway in the 1968 heist movie The Thomas Crown Affair, but insisted that the pieces “fit perfectly well into (the brand’s) overall colour range and sports tailoring direction this season.”
The Made in Germany capsule is hitting select Boss stores worldwide and will go live online from 1 October (18), while being supported by a campaign featuring Garrn as well as Spanish-German actor Daniel Bruhl.
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