Jason Wu finds his sweet spot at Hugo Boss with New York Fashion Week showcase perfectly suited to no nonsense dressers

Wu showed a keenness to capitalise on developments in technology
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Karen Dacre15 September 2016

Six seasons into his tenure at Hugo Boss and Jason Wu has found his sweet spot.

Unveiling his spring collection at New York Fashion Week, Wu suggested he had gotten to grips with the wants of the Hugo Boss woman offering her office-ready tailoring, easy to wear separates and series of inset print pleated dresses which looked perfectly suited to no nonsense dressers.

Drawing on a bold palette of electric blue, red and vivid forest green, this collection's prevailing message was that business dressing need not mean boring.

Offering a softer and more elegant way to approach tailoring, Wu unveiled crushed organza skirts with drawstring waistbands and loose fitted jackets with parachute-tie cuffs.

A fusion of classic ideas and modern technology, the designer looked to add longevity to the German brand. Raw-edge tweed was interspersed with engineered pleating while delicate lace was inset onto high quality crepe.

The designer's determination to pioneer a new era for the brand played out backstage too. Notably with Hugo Boss’s first attempt to join the “see now, buy now model” currently occupying the fashion industry with its collection of soft leather handbags, made available for customers to buy immediately after the show had finished.

Keen to capitalise on developments in technology and lure a new youthful customer to the label, Hugo Boss worked with tech experts to create an an online version of the show which can be viewed online in 360 format via virtual reality glasses.

Such developments have been a familiar factor at the shows in New York this week as the world's most commercially astute designers look for new ways to reach their consumers.

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