Need To Know: Hugo Boss rebrands, Kim Jones and Fendi unveil new book, Alexander McQueen, Louis Vuitton and Moncler release new collections and Lacoste collaborates with Awake NY.
HUGO BOSS REBRANDS AND RELEASES ALL NEW CAMPAIGN FEATURING HAILEY BIEBER, FUTURE, KENDALL JENNER AND KHABY LAME
Hugo Boss announced its brand new 360 degree refresh on Wednesday 26th unveiling their new campaign #BeYourOwnBoss featuring the hottest stars from across the globe like Hailey Bieber, Khaby Lame, Kendall Jenner, Lee Min Ho and Anthony Joshua. The German brand’s new concept and logo have been completely redesigned in order to feature a bolder, younger approach and cater to an ever-changing fashion market, focusing on younger consumers and how they interact with brands.
The brand expressed on Wednesday “Under the direction and leadership of CEO Daniel Grieder, HUGO BOSS proudly shared plans for an aggressive growth strategy to double company sales by 2025 and become a Top 100 business within that time. The #BeYourOwnBoss campaign and brand refresh announcement start the incredibly exciting forward trajectory towards that goal.”
Learn more about #BeYourOwnBoss at www.hugoboss.com
KIM JONES AND NIKOLAI VON BISMARCK RELEASE “THE FENDI SET” PHOTOGRAPHY BOOK, CELEBRATING THE YEAR ANNIVERSARY OF THE DESIGNER’S ARTISTIC DIRECTION FOR THE ITALIAN FASHION HOUSE
Kim Jones has released a photography book, shot by Nikolai Von Bismarck, titled The Fendi Set, marking 1 year since his appointment as Creative Director for Womenswear and Couture at Fendi. The images follow the process and inspiration behind his first couture collection, inspired by The Bloomsbury Set’s storytelling and visuals. The book features a behind-the-scenes, intimate look at the star studded cast in the likes of Kate Moss and Cara Delevingne, as well as portraits of the Fendi family.
Visualised through the lens of Nikolai Von Bismarck, the photographer spent a year shooting and collecting images for this project, utilising techniques and cameras from The Bloomsbury Set period in order to recreate the beautifully mysterious and majestic atmosphere of the collection, inspired for Jones’ love for the world of Virginia Woolf.
Speaking on the project, Von Bismarck expressed “Over eleven months I had the opportunity to go deep - to research, visit and photograph the houses and gardens the Bloomsbury group lived in and decorated, many of which are still remarkably intact, to see the desks they worked at, even the beds they slept in, to walk through the Sussex and Kent countryside in their footsteps and follow them to Rome, and visit the studios they worked and lived in as well as the various sites they painted, sketched and described in their letters and books.”
The Fendi Set, published by Rizzoli is now available for purchase online and in select bookstores.
ALEXANDER MCQUEEN RELEASES THEIR SS22 ADVERTISING CAMPAIGN FEATURING ANOK YAI, FRAN SUMMERS AND LARA STONE
Alexander McQueen has just unveiled their new SS22 campaign, starring Awar Odhiang, Lucia Fairfull, Celina Ralph, Sora Choi, Anok Yai, Arta Gee, Lara Stone, Eny Jaki, Wali Deutsch, Jill Kortleve, Cassie Wong, Fran Summers, Achenrin Madit, Florence Nicholls, Guinevere Van Seenus, Modupe Oluwalade and Jennifer Ball.
The campaign, shot by Steven Meisel, features the collection designed by Sarah Burton and presented during London Fashion Week in September 2021 in a special presentation in McQueen’s home city.
Explore the collection now at www.alexandermcqueen.com
LOUIS VUITTON UNVEILS NEW HIGH JEWELLERY COLLECTION “BRAVERY CHAPTER II”
The French Luxury Maison has unveiled their new High Jewellery collection titled BRAVERY, celebrating their bicentenary and inspired by the heritage and history of Louis Vuitton. Expressing refined elegance, the pieces feature the iconic motifs and symbols of the fashion house, all paying homage to the 200th anniversary of birth of its founder, Louis Vuitton, a man who completely transformed luxury and fashion.
The 90 piece collection, designed by Francesca Amfitheatrof, explores destiny and heritage through an elusive, dream-like state and matter. Showcasing the history of the birth of travel and its transformation throughout the 20th century into 2022, the House celebrates the art of reinvention, an important component of the Louis Vuitton mission.
The BRAVERY, CHAPTER II collection is composed of 20 pieces presented in 4 different themes, with the main inspiration being the emblematic Louis Vuitton trunk. The four themes are Le Multipin, Le Magnétisme, La Mini-Malle and Cocktail Rings.
Learn more about the collection at www.louisvuitton.com
MONCLER LAUNCHES ITS SECOND MONCLER BORN TO PROTECT COLLECTION & COMMITS TO GOING FUR FREE
Moncler has launched its second Born To Protect collection, solidifying their dedication towards sustainability and waste utilisation. The collection features a variety of lower impact materials, as well as recycling techniques, extending through a range of ready-to-wear and accessories. The materials featured are recycled nylon and polyester, combined with organic cotton and sustainably managed wool, all monitored consistently in order to comply with sustainability standards.
Moncler has also announced its commitments to becoming fur-free and phasing all fur products out from AW23, which highlights that SS24 would be the brand’s first completely fur-free collection. The decision comes after consistent discussions and engagement with Italian animal rights organisation LAV, acting as a representative of the Fur Free Alliance.
The Moncler Born To Protect collection is available on www.moncler.com and in select Moncler boutiques. More information on the collection’s materials can be found here www.monclergroup.com/en/sustainability/think-circular/born-to-protect-collection
LACOSTE AND AWAKE NY UNVEIL THEIR FIRST COLLABORATION, REDESIGNING THE ICONIC LACOSTE SYMBOLS
Lacoste has teamed up with Angelo Baque’s iconic streetwear label Awake NY in a collaboration which celebrates the heritage of the French house, whilst ushering a New York contemporary streetwear influence in the 12-piece collection. The classic T-shirts feature Lacoste’s signature piqué cotton, while the roomy fit of the crewneck sweatshirts and fleece bottoms are a nod to classic ‘90s sweatsuits.
Speaking about his experience with the Lacoste archives and DNA, Baque said, “Partnering with Lacoste gave us the opportunity to do something unexpected. Their preppy aesthetic is very different from our own. Accessing the archives and immersing myself in Lacoste’s heritage really inspired us to create something that’s both versatile and functional. Any two pieces from the collection can be paired together.”
The collection is now available at www.lacoste.com and www.awakenyclothing.com. The collection will launch at the following retailers on Friday, January 28, 2022: UNKNWN, Union Tokyo, Union LA, SSENSE, KITH, JUICE, END. Clothing, Dover Street Market Ginza and Bodega.
