Hugo Boss (Q1736)

Fashion types are familiar with Boss, the luxury label formerly known as Hugo Boss and lately helmed by Jason Wu. But did you know the HB umbrella also inclues Boss Orange, Boss Green, and a brand called Hugo? Hugo hasn’t been on the runway in six years, but it’s maintained a healthy customer base—mostly young, fashion-minded guys in Europe. The price point is a bit lower than the main line, and the younger demographic means the design team has more room to experiment. You can expect to hear more about Hugo in the coming seasons; in an effort to boost the brand’s international presence, it staged a men’s and women’s Spring ’18 runway show at Pitti Uomo in Florence last month, complete with a performance from M.I.A.The clothes hit the runway in a sequence that mimicked an artist at work: The first looks were stark white, like a canvas, and got progressively more colorful and ornamental, as if paint had been thrown on. The expressive, wild prints were courtesy of London up-and-comerCharles Jeffrey, and were best seen on the sheer organza dresses. Hugo made the case for men in sheer clothes, too: Many of them wore printed mesh T-shirts under navy two-piece suits. It’s a divisive look, but at a time when men’s fashion is getting more feminine, it isn’t impossible to picture a downtown guy trying out that look.