Only a year after Hugo Boss brought another dimension to Beijing with its first China runway show streamed in 3-D, it was time to woo Shanghai. This time, though, Boss made its introduction with an IRL catwalk show.
The setting of the Power Station of Art was an inspired choice. Electric charges pulsated through the thousand-strong audience, and lightning bolts crashed overhead while models—like show opener Joan Smalls—stomped across the zigzagged runway in Boss’ Fall ’13 wares.
“We’ve been in China for a long time,” said Boss menswear designer Kevin Lobo. “But it’s changing dramatically, becoming more luxurious, and we want to be a part of that.”
Limited-edition pieces were available to buy directly from the runway. The stringent tailoring and languid silks in jewel tones were perfectly attuned to the tastes of China’s über-wealthy, who are trading obvious luxury for something more subtle. Boss womenswear designer Eyan Allen offered, “We created a zip made from 24-carat gold. You know it’s there, but nobody else does!”
Carey Mulligan and Gerard Butler both turned up for the lavish affair, and Hong Kong actors Chow Yun-Fat and Cherie Chung, as well as Chinese heartthrob Xiaoming Huang and Korean actor Sang-Woo Kwon, had the local crowd in an uproar. Meanwhile, China Chow began coveting a navy fur jacket the second it hit the runway. “I want that!” she cried.
—Alice McInerney
Photo: Courtesy of Hugo Boss 
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