HUGO opens the third Mercedes-Benz Fashion Week in Berlin

Metzingen, May 2008. The Mercedes-Benz Fashion Week in Berlin opens at 12 noon on Thursday, July 17 with a presentation of the HUGO collection for Spring/Summer 2009.

At the show, the Belgian designer Bruno Pieters will be presenting his second collection for the HUGO brand, the creation of which he has been overseeing for over a year in his capacity as Art Director.

Since June 2007, the brand has been driven creatively by him and the Englishman Eyan Allen as Creative Director.

HUGO is currently available in 48 countries around the world. A unique store concept and seasonal advertising campaigns featuring international photographers and models enhance the brand image.

A line-up of over 30 models will be presenting the new HUGO Men’s and Womenswear to the international press as well as to buyers at an off-site location, away from the official Mercedes-Benz Fashion Week venue.

The HUGO BOSS Group’s continued involvement in Berlin highlights its interest in the development of the city into an international fashion metropolis.

“To me, Berlin has a fresh, unspent and special appeal. I am particularly fascinated by its architecture and art from the 1920s – which is also an inspiration for the HUGO

Summer 2009 collection,” comments Bruno Pieters.

Within the framework of the HUGO BOSS portfolio, the HUGO brand stands for an avant-garde philosophy and represents unconventional, progressive fashion that subtly expresses individuality and creativity.

Further information about HUGO and the HUGO BOSS world of brands can be found on our website at www.hugoboss.com.