Hugo Boss's womenswear currently accounts for just 15 percent of UK sales, with a key issue being the brand is mostly associated with menswear, suiting and a more masculine image.
Hugo Boss to create a more feminine imagePhotographer duo Inez van Lamsweeder and Vinoodh Matadin have shot the new campaign, which with Wu's aesthetic has created a more feminine and directional image for the brand.
According to Draper's Hugo Boss will focus on on women's fashion as well as footwear and handbags.
An extension into a property adjacent to Hugo Boss’s 122 New Bond Street store in London, announced earlier this month, will be used to house womenswear and accessories.
The extension will use the ground floor at the property, which was previously occupied by jewellery and accessories retailer Folli Follie.
The company had announced plans to open 50 stores globally this year, however London will not see any new openings.
Image: Hugo Boss AW14