by Stephen Garner

Hugo Boss will present its latest BOSS menswear and womenswear collections via a live runway show, taking place on September 25th at Milan Fashion Week.

The fashion show will take place outdoors, at Palazzo del Senato in Milan, and will be live-streamed. Subject to health and travel restrictions and requirements, the German fashion brand plans to invite guests to attend the physical event.

“The city of Milan is very close to our hearts as a brand, particularly as the first BOSS womenswear collection was revealed here exactly 20 years ago,” explained Ingo Wilts, chief brand officer of Hugo Boss AG. “We are excited to continue the BOSS story in Italy’s fashion capital, with this live event that will bring together physical and digital elements of the runway experience in a unique way.”

Following the pre-fall 2020 runway show in Shanghai last October, the Milan event will again celebrate the ties between Hugo Boss and Greater China. As the live event unfolds in Milan, a brand experience will take place in parallel in China. The Chinese region continues to be of great strategic importance to the German fashion brand, and this show will reach a wider live audience across Greater China, Europe, and the Americas.