Back in June we were very excited to hear of New York designer Jason Wu's takeover at Hugo Boss. Now WWD have let us in on a teaser of the new line, from the set of an artistic and impressionistic video that is just one of many exciting new moves for the mega-brand.
The New York based designer, Jason Wu [Getty]
Here's 5 things we know about the waves he's been making:
1. He's pulling in his fashion friends
Jason Wu has both cult and A-list status, having impressed the fashion world with his feminine designs, from fashionistas and editors to major players like Michelle Obama who wore the label to the president's inaugral ball back in 2009. It's no surprise then, that uber fashion photographers Inez van Lamsweerde and Vinoodh Matadin and stylist Joe McKenna have been looped in to shoot one of our favourite models, Edie Campbell for the film titled authoritatively 'This Is Boss'.
Edie Campbell, the woman in black [WWD]
2. His new direction is more edgy and directional
The video is short and abstract, with fleeting images of Edie cloaked all in black running to and from a severe looking glass house. Wu cast Campbell for her "personality" he told WWD “There’s some edge about her, yet there is some sense that she is interesting and you want to know more about her.” The video is spliced with digital effects, blooming flowers and a techno soundtrack - all clues that hint at the strong and mysterious Hugo Boss woman that Wu has in mind.
Edie Campbell showcases Wu's directional digi-splicing [WWD]
3. He's delivering a jolt of sex appeal to the brand
Developing the brand's love of menswear and tailoring, the new line will explore the happy collision between Wu's signature feminine sensibility and Boss' structured rigor. It's going to have attitude.
4. It's not just the clothes getting a new slant
Wu is also revamping the shoes, bags, the hardware and even the label inside. He's currently working on a new fragrance too, with the help of a certain Gwyneth Paltrow and cosmetic giants, Proctor & Gamble. The designer has left no satorial stone unturned.
Jason Wu on the NYFW catwalk [Getty]
5. The Show is going to be big
As the first creative piece to be launched, the video is the first look, whilst part two is the show, he said. Jason Wu's first show for the brand will sit alongside his own on the New York Fashion Week schedule and it's going to be intergal to launching his new vision.
We're excited to see what the multi-tasking designer has in store.