MOOD INDIGO: Hugo Boss’ young brand Hugo is teaming up with Italian denim specialist Replay for a capsule collection dropping Sept. 28.

It’s a part of Hugo’s ambition to strengthen its denim offering because the brand builds its own voice complementing the Boss foremost line. The 2 brands are the results of essentially the most recent Hugo Boss transformation and push toward broadening their appeal amongst younger consumers.

The capsule collection comprises trend-driven denim styles for men and girls combined with easy jersey pieces. Crafted entirely from organic cotton, the lads’s lineup features a denim jacket and straight-fit jeans; a denim overshirt; matching roomy pants; a garment-dyed indigo T-shirt and hoodie, in addition to a crew-neck T-shirt.

The latter will bear the capsule collection’s emblem, a mixture of each brands’ logos tinged in red.

The ladies’s range includes boy-fit jeans in three washes and a variety of drop-shouldered T-shirts, in addition to a cropped jacket with raw edges and matching balloon-fit jeans.

The gathering retails between 68 euros for T-shirts to 278 euros for denim jackets.

“Since our brand refresh last January, denim has established itself as one in all Hugo’s codes. Replay is one in all the best denim brands, so we thought they were the proper partner for this collaboration,” said Miah Sullivan, senior vice chairman global marketing and brand communication.

Boss has been ramping up its social media profile, especially on Gen Z-friendly platform TikTok and the Hugo Replay capsule makes no exception.

TikTok creators Oluwanifewa Agunbiade, Louis Powell and Isla Loba were tapped to front campaign imagery shot in London. They were invited to style the gathering adding their personal flair and accessories. Hugo can be releasing a dedicated effect on the platform, often called “Rewind Your Day,” allowing creators to post transition-like videos showcasing the gathering’s versatility day-to-night.

“Hugo represents one of the relevant brands for the most recent generation and has a natural contemporary approach to engage with it. It also represents values comparable to craftsmanship, quality and progressiveness which are according to our way of considering and acting with our brand,” said Matteo Sinigaglia, chief executive officer of Replay.

Last 12 months, Hugo Boss CEO Daniel Grieder, the previous Tommy Hilfiger executive who joined the German giant in mid-2021 tasked with reversing the fortunes of the corporate, unveiled an ambitious five-year strategy for Boss, named “Claim 5,” which goals at transforming it into a way of life company without reneging on the brands’ roots in formalwear.

As a part of it, the brand has revamped its image, prolonged its digital reach, created latest logos and sales strategies and enlisted a big selection of influencers and celebrities.

It also shuffled its creative leadership, tapping Marco Falcioni as senior vice chairman of creative direction, answerable for the Hugo and Boss brands in tandem with their respective designers. The newly created role replaced that of chief brand officer helmed by Ingo Wilts, who stepped down from the manager board for private reasons.

Falcioni is to unveil a see now, buy now fall 2022 collection for Boss on Sept. 22 as a part of Milan Fashion Week.