Tuesday, December 1, 2009

Bruno Pieters leaving Hugo

It was announced that Bruno Pieters' contract with Hugo Boss has not been extended and that he will focus more on his own label again. Pieters was the Art Director of Hugo Boss' avant-garde diffusion line Hugo since 2007 and has been hired to create a new, sharp image for the line. According to the company he positioned Hugo as a distinctive designerbrand with a clear fashion statement. From the fall/winter 2010 collection on two design teams, one for men and one for women, will be in charge of Hugo. I hope they continue where he stopped because I like the clean, sharp look of his Hugo collections. Rumor has it that the decline of the brand's sales figures was the reason for his leaving as the womenswear collection was apparently not so well received by the customers. The very graphic, tailored looks stand in crass contrast to the too playful mainstream uniforms available at all high street stores and therefore were seemingly not understood by the 'average fashionista'.

Here are some looks of his own label's spring/summer 2010 collection