HUGO BOSS’ contemporary line, Hugo, is hosting an exhibition at the Saatchi Gallery this summer to celebrate its 20th anniversary. The brand has selected 20 urban creatives from around the world to contribute works that encapsulate the spirit of the label – from video installations and interactive light projections to huge, colourful murals. Red Never Follows will open to the public for free from July 31 until September 1.
The showcase coincides with the launch of a unique anniversary collection, which features 20 key pieces that epitomise Hugo’s ethos in creating understated, but unconventional, clothes. For men, there are leather jackets, scarves and tailoring, while for women, expect a scarlet two-piece suit, a minimal shift dress in white and pale pink and patent ankle boots.
“The Saatchi Gallery has been a special projects partner with Hugo Boss UK for some time and we are thrilled to be working with them and the contemporary creatives involved to create this unique Hugo: Red Never Follows exhibition,” said the brand’s managing director, Bernd Hake. “It’s the perfect cultural reflection of the Hugo 20th anniversary capsule collection which will debut in stores from early July. The Saatchi Gallery is a wonderful platform for these talented contributors to showcase their unique pieces and we look forward to seeing how guests visiting the exhibition react to their works.”
Read the history of Hugo Boss here: