WWD reports that Hugo Boss will participate by presenting in the festival for the first time since 2008—almost 10 years ago—when it showed Boss Orange.
This time around, the brand will show Hugo, its more contemporary line. It is an interesting choice to show, considering the guest designers Pitti has had in the past few years (such as Gosha Rubchinskiy and Tim Coppens), not to mention this year’s announced guests, which have been generating a lot of attention among younger consumers.
Hugo is scheduled to present on June 13. Like many designers have done (and as Virgil Abloh is set to do this year) the brand will also send womenswear down the runway.