Hugo Boss, the fashion brand known for its stylish and high-quality clothing, has announced a change in its creative leadership team. Marco Falcioni will be taking over as the new head of creative direction, replacing Ingo Wilts. The brand has been focusing on rebranding its Hugo and Boss labels to appeal to a younger and more casual demographic, with great success in their celebrity-filled marketing campaigns.
Wilts, who previously served as the chief brand officer of Hugo Boss AG, has decided to step down from the executive board for personal reasons. He had been a member of the board since 2016 and played a key role in shaping the overall creative direction of the collections, including the runway shows. Despite leaving the board, Wilts will still be involved in the company’s collection-related projects until the end of the year.
Falcioni, who was previously the Senior VP of creative direction at Hugo Boss, will now be responsible for managing the creative direction of both the Hugo and Boss brands, starting from March 1. He will closely collaborate with the designers in charge of each brand line. Falcioni has been with the company since 2015 and will report directly to CEO Daniel Grieder in his new role. With his extensive experience in various product areas, including his involvement in the Boss Menswear runway team and collaborations such as the Russell Athletic partnership, Falcioni is well-equipped to take on this position. He has also played a role in the company’s branding refresh and the design of its first NFT collection pieces. Falcioni’s passion for digital innovation was evident in his involvement in the development of the company’s completely digitally created collection, Boss Pre-Fall 2021. Going forward, Falcioni will focus on promoting diversity, sustainability, and capturing the attention of younger consumers through new collaborations and projects.
Additionally, Andrea Cannelloni will be returning to Hugo Boss as a creative advisor for a year. Cannelloni previously worked at the company for a decade and played a significant role in developing the casualwear division at Boss, as well as launching the women’s line for the Boss Orange brand. He also led the development of the Boss Green brand. Before rejoining Hugo Boss, Cannelloni served as the president at VF Corp’s Napapijri until 2020.
Hermann Waldemer, the chairman of the supervisory board, expressed gratitude to Ingo Wilts for his contributions in rejuvenating the company. CEO Daniel Grieder expressed his excitement about working with Falcioni and Cannelloni, praising their exceptional creative style and expertise in collection development. Grieder emphasized the brand’s vision of becoming a 24/7 lifestyle brand for both men and women, with a specific focus on attracting younger consumers. He believes that Falcioni is the perfect choice to lead the development of the collections and connect with the new generations. Grieder also highlighted Cannelloni’s important role in expanding the casual and athleisure business in the coming years.
Overall, Hugo Boss is making strategic moves to further enhance its creative direction and connect with its target market. With Falcioni at the helm and Cannelloni’s guidance, the brand is set to continue its successful rebranding journey.
Sources:
– Vogue Business
– Business of Fashion
