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Greed is Good for Hugo Boss
Written by: By Godfrey Deeny
Photos by: Gruber-FWD
Milan, Jan 18, 2001/FWD/ --- After several Milan seasons of designers targeting dressed-down,
dot-com nerds, this Hugo Boss collection was a breath of fresh air.
These were clothes for the winners of the old economy, the guys that reek of self-assurance
about those fat regular salaries the world can barely remember.
"I loved it. Rich is back and that makes me happy," laughed Boss's chairman and CEO Werner
Baldessarini after the show in Milan Thursday.
Yeah, greed is certainly good for Boss.
This collection, designed by Baldessarini's talented longtime number-two Lothar Reiff,
worked well because of its simplicity.
Stretch trousers paired with great leather shirts with subtly concealed plackets and leather
biker jackets over cashmere V-necks and tuxedo pants with satin trim were standouts.
Cashmere sweaters clung sexily to the body, while slick black and gold belts and slate
satin cummerbunds flattered the hips.
The show picked up on many of Milan's trends successfully, including the ubiquitous leather
bomber jacket with knit edging.
Boss's version - in raw cut honey nappa leather with a knit collar was the best of the week.
So with Boss, what you see is what you get. So next fall, if you go looking for the luscious
mohair V-neck or rust, copper and burgundy iridescent two-button suit in light wool you
noticed on the runway, you'll have no problem finding it in one of Boss's boutiques.
And when the end-of-year bonus comes, what better way to spend it than on that long, coal
black mink coat?
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