Hugo Boss’s Hugo label has unveiled a major platform dubbed Hugo Forward, highlighting its innovative, technology-driven approach to design.
The pieces it creates “will chart a path of transformational exploration, with the mantra: ‘You’ve got to keep moving to stay ahead of the game’.”
Its first drop arrives for SS25 and includes three tailored styles created with plant-based HeiQ AeoniQ, “a groundbreaking cellulose yarn made from wood pulp that rivals the performance properties of polyester”.
The brand is offering a modular group of menswear suit separates, including a single-breasted blazer, casual jacket, and trousers, all in black, with the HeiQ AeoniQ and wool-blend pieces able to be worn “matched or clashed, smart or casual”.
And “further cementing Hugo’s status as a tailoring pioneer, these are the first-ever suiting separates crafted with this fibre to go to market”.
The company has launched an accompanying campaign and is also building excitement around the launch on social media, collaborating with content creators “who embody adaptability and authentic personal style”.
Offline, an interactive hologram will tell the story of the campaign in the window of Hugo’s Milan store, with a “moving, talking holographic depiction” of campaign star Jean Carlo León wearing key looks.
Globally, eye-catching window and in-store merchandising will “push the brand’s authentic, self-expressive approach to tailored dressing”.
The campaign was photographed by Dan Jackson under the creative direction of Trey Laird and his agency, Team Laird, with the focus on “flexible, infinitely adaptable suiting”.
This full-year campaign will unfold in two chapters, the first for spring/summer and the second for autumn/winter.
In Chapter 1, Hugo “captures a youthful maverick as he navigates a series of red rooms. The styling of his sharply cut suit evolves from classic and timeless, to offbeat and inspired, combined with a snug tank top, a chunky leather boot, a boldly printed short-sleeved shirt, and tailored shorts”.
His looks are inspired by the concept of “The Go Suit: a new, very Hugo approach to building a go-to tailored wardrobe for every aesthetic and occasion”.
Meanwhile in womenswear, “we meet a heroine in a sleek white three-piece suit in the red rooms. The camera zooms in on the details: a bold belt, a strappy heel, the cropped cut of a vest, highlighting the adaptability of Hugo’s tailoring for all genders, and celebrating the individuality of the person inside the suit”.
Michael Strahan is set to launch a direct-to-consumer custom tailoring operation, a new avenue of growth for his clothing brand after a decade in business.
Michael Strahan – Photographer: Sean Gardner/Getty Images
The Michael Strahan Design Lab plans to deliver made-to-order suits within two weeks at flat prices, such as $399 for a two-piece set. The new line of custom suits will be available through its own online shop, which goes live on Wednesday.
It’s a big leap for the former football-star-turned-television-personality, who in recent years has been adding shelf space for his apparel line at traditional retailers including JCPenney, Belk and Tailored Brands, which owns Men’s Wearhouse. The brand has also offered made-to-measure suits through Men’s Wearhouse.
Management still wants to add new retail chains, as well as expand in existing ones, and use the new site to offer customized production for groups like sports teams, wedding parties and corporate events. The company declined to share revenue figures.
Strahan, an NFL Hall of Fame member who cohosts ABC’s Good Morning America, and his cofounder at production firm SMAC Entertainment, Constance Schwartz-Morini, started the namesake brand as a suit line in 2015. The goal was to create an affordable, tailored clothing line, Schwartz-Morini said in a statement. This latest expansion comes as economic concerns weigh on consumer confidence and budget-conscious shoppers pull back on a variety of purchases.
“Typically celebrity brands – it’s hard for them to survive,” Koral Chen, senior vice president of brand development at SMAC, said in an interview. “But the fact is we’ve been here for 10 years and growing.”
The brand has since expanded into licensed sports apparel with the NFL and NHL, including an arrangement with US sports merchandise company Fanatics Inc.
Strahan’s brand has also dabbled in sports deals and talent management, signing top college football star Travis Hunter to a name, image and likeness agreement. And in March, Strahan signed a partnership with the United Football League to be its off-field apparel partner.
Rodolfo Zengarini, CEO of Italian footwear producer Zengarini, currently exhibiting at the Micam trade show with all its licensed brands (Bikkembergs, Cavalli, John Richmond, Ungaro Paris and Guy Laroche), has spoken to FashionNetwork.com about its forthcoming projects.
Roberto Cavalli
“Following a boom year in 2022, and a more settled one in 2023, last year we held our positions, a positive outcome in itself. In the last few years, we have prioritised investing in brands with which we have well-established licensing contracts, but in 2025 a deal with a new international name could be in the offing,” said Zengarini. “In the meantime, we’ll open again the showroom in Dubai, which we closed during the pandemic, and we’re negotiating new deals in Northern Europe,” he added.
But Zengarini has primarily set its sights on the USA, where it has been active for many years with a showroom in New York: “We want to further strengthen our position in the US, currently our main market. In addition, we will return to Russia, a market that in the past has been very important for us, one that I think will soon start up again; we’ll take part in the Obuv’- Mir Kozhi footwear show in Moscow in March.”
Guy Laroche
Zengarini generates 50% of its revenue outside Italy, and its other leading markets are Eastern Europe, Greece, Spain, and Portugal.
At Micam, Zengarini presented the John Richmond and Richmond X collections. The former is characterised by three essential elements: a restyling of its classic models, the use of innovative materials, and a contemporary reinterpretation of some signature accessories. The result is a collection with a strong retro vibe, featuring models that look like unique items unearthed at a vintage market, thanks to Zengarini’s painstaking restoration of period pieces that have been transformed with a distressed effect.
John Richmond
The key silhouettes capture John Richmond’s DNA: ankle boots in woven fibres, bold military-style boots, and modern reinterpretations of classic models, like a fresh take on the famous Oxford brogues. Every detail is painstakingly curated, from the brushed finish to the swallow-tail uppers and the super-comfy insoles in ultra-soft, shock-absorbing chlorophyll. The collection is characterised by broad lines with a lightweight touch, blending natural materials such as leather and grass for striking visual effects.
Richmond X
Richmond X is a quintessentially modern collection, featuring streamlined designs, high-tech materials and stylish everyday looks, for example the best-selling Sukajan model. Multi-layer soles in three or four different materials make the shoes light and comfortable, as do the shock-proof memory foam insoles, featured also on the more formal models. Some of the sneakers sport a distressed, well-worn look, with vinyl details and rubber tread. The colour palette focuses on natural hues such as beige and cream. The more luxurious models feature sheepskin lining and natural leather uppers, while loafers and military boots are equipped with hand-crafted soles and rubber tread, and enhanced by details like detachable tassels.
Steven Madden Ltd. warned investors that the company is “cautious” on the near-term outlook due to tariffs.
“We face meaningful headwinds in 2025, most notably the impact of new tariffs on goods imported into the United States,” the company said Wednesday in a statement when it reported quarterly earnings.
The shoe retailer joined other consumer companies in raising concerns about the impact of President Donald Trump’s tariffs. On Tuesday, Kontoor Brands Inc. said that US shoppers were “confused” and feeling “under attack” amid all the uncertainty.
Despite the cautious approach, Steve Madden forecast revenue to increase as much as 19% this year. Meanwhile, the company’s profit in the most recent quarter beat estimates.
The retailer’s stock was little changed in trading before US markets opened. The shares had fallen about 11% this year through Tuesday’s close, trailing a roughly 1% advance by the Russel 1000 Index.
The company said in November, after Donald Trump was elected president, that it was accelerating plans to shift production from China because it anticipated higher tariffs. The White House enacted additional 10% levies on Chinese imports earlier this month.