Hugo Boss recently opened proceedings at Pitti with a show for the Hugo line. Showing a co-ed men’s and women’s collection that took Jean-Michel Basquiat prints and a 90s baggy silhouette based on the first Hugo collection from 1993 as inspiration.

Maybe it’s the 35C heat in Florence that hones your eye on the best summer looks, but shirts in louche white and pyjama stripes stood out.

HUGO BOSS’ brand HUGO is set to make a big impact: the new Spring/Summer 2018 collection will be presented at Pitti Immagine Uomo in Florence on June 13, 2017 with a combined mens and womenswear fashion show.

“HUGO has always been our more progressive brand. We are very much looking forward to presenting the collection at the Pitti Uomo – one of the world’s most important platforms for men’s clothing and accessory collections,” states Ingo Wilts, CBO of HUGO BOSS. “It’s the ideal setting for showing innovations in fashion and for presenting the brand to a relevant audience of buyers and press.”

With its fashion-forward collections, HUGO targets an edgier and trend-conscious audience. Thus in its communication strategy, the brand focuses on online and social media activities to engage with digitally switched-on consumers. HUGO’s new digital-led advertising campaign, shot by photographer Harley Weir, features portraits of up-and-coming talents from the worlds of art, music, film and fashion. The faces of the campaign include musician Soko, model Anwar Hadid and entrepreneur Luka Sabbat who are all part of a generation whose lives are inextricably linked with digital.

HUGO stands for progressive looks and an edgy, urban attitude. The brand offers contemporary design trends for both business and leisure. The women’s and men’s collections consistently set self-confident, stylish accents; shoes, accessories and licensed fragrances round out the ranges.