As the Paris Fashion Week continues, the fashion house Hugo Boss took the opportunity to present its show in Milan, showcasing its upcoming winter season collection. The theme of this collection revolves around technology, highlighting Hugo Boss Group’s objective of making a lasting impact in the 3.0 universe.
During Milan Fashion Week on September 22nd, Boss unveiled its autumn-winter 2023-2024 collection at the Allianz MiCo conference center. The show attracted a crowd full of celebrities and prominent figures in the fashion industry, including the likes of Naomi Campbell, Demi Lovato, and Arón Piper. The collection, named “CorpCore”, focused on reimagining traditional office attire, transforming classic suits into contemporary and technologically infused office wear silhouettes.
Aside from showcasing their pieces, which are already available online and in stores, Hugo Boss decided to create a futuristic office-like setting called “Boss Techtopia”. This innovative office of tomorrow featured six rooms, each with a unique purpose. The HarmoniTech space offered relaxation opportunities with a yogi, while the brainstorming room had employees wearing light therapy headsets to inspire “collective creative energy”. The AromaSynth Lab celebrated the brand’s Bottled fragrance and its latest addition, Bottled Elixir.
However, the true highlight of the show was the presence of Sophia, a robot that greeted the audience with holograms and giant screens before taking a seat in the front row to watch the models walk the runway. This addition further emphasized Hugo Boss’s vision of the future professional world, showcasing the integration of technology not only in their designs but also in the overall experience, like the digital locks on document holders.
This fashion show may have only lasted a few minutes, but it represents Hugo Boss’s broader ambition to establish itself as an innovative brand in the digital realm. Over the past couple of years, Hugo Boss’s parent company has been restructuring its brands with a focus on digital transformation. They have launched massive social media campaigns, introduced virtual fittings through avatars, immersed themselves in the fashion week metaverse, and even ventured into the world of NFTs, all in an effort to propel their image into the future and appeal to a connected clientele. This strategy is now exemplified by the recent launch of a digital campus dedicated to data and new technologies.
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2. Hugo Boss Official Website
