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Hugo Boss makes changes to creative leadership team

Hugo Boss has made changes to its creative leadership team following the introduction of a new Boss and Hugo brand identity and the launch of the… View Article

FASHION

Hugo Boss makes changes to creative leadership team

Hugo Boss has made changes to its creative leadership team following the introduction of a new Boss and Hugo brand identity and the launch of the new collections and brand codes.

The fashion brand has announced that chief brand officer Ingo Wilts has stepped down from the Hugo Boss executive board for personal reasons, after being a member since 2016. Wilts was responsible for the overall creative direction of the collections and, together with his team, also led the visual realignment of Boss and Hugo, which was completed in January. Wilts will continue to be involved in the company’s collection-related projects until the end of December.

Hermann Waldemer, chairman of the supervisory board of Hugo Boss, said: “We would like to thank Ingo Wilts for his great commitment as part of the Hugo Boss management board team over the past years. He was a key contributor in the process of re-energising the company.”

Hugo Boss has also confirmed that senior vice president of creative direction Marco Falcioni (pictured) will take over the overall management of the creative direction of the two group brands from today. Having joined Hugo Boss in 2015, he will report to Hugo Boss chief executive Daniel Grieder in the newly created role.

Most recently, Falcioni was part of the Boss menswear runway team and was responsible for the creative implementation of collaborations such as Boss x Russell Athletic.  He has also been credited with strengthening the brand’s approach to genderless dressing and led the design of the company’s first NFT collection pieces.

In a further move, Andrea Cannelloni has returned to Hugo Boss to spend a year as creative advisor. For around 10 years until 2008, he worked in various creative functions at the company and was responsible for developing its casualwear division. After leaving Hugo Boss, he worked as president of VF Corporation’s Napapijri brand.

Grieder said: “We want to be a 24/7 lifestyle brand for men and for women, reach out to younger consumers and turn them into true fans. I am therefore convinced, that Marco Falcioni is the perfect choice for us to develop our collections into the future. He has an absolute feel for trends and hits the zeitgeist and aspirations of the new generations. Andrea Cannelloni will in return be of great relevance when it comes to bringing our casual and athleisure business back to full scale in the upcoming years.”

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