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Hugo Boss opens flagship in Dublin

By Stella Pelissari

Hugo Boss continues to expand and has just opened a fantastic new flagship store in the heart of Dublin on the famous and elegant Grafton Street, which has always been home to all of the great retailers for over a century.

The new store features a refined interior concept, which has been adopted by select stores in major global cities. Spanning three floors it will provide a perfect showcase for the full range of luxury BOSS Women’s wear and Men’s wear collections, including ready-to-wear, shoes and accessories HUGO BOSS fragrances.

The dedicated Women’s wear area will feature the collections designed by Artistic Director, Jason Wu, including the new BOSS Bespoke bag – as seen on the runway for Autumn/Winter 2015.

After hiring the American designer for their women's collection, the German brand has been a dazzling success. Wu has been able to clearly put his stamp of talented design onto ladies wear with innovative and clear line styling, which he refers to as "elegant-minimalist". The silhouettes are graphic with a sensual twist. The new vision of the brand is destined for busy working professionals who demand style but need practical functionality from their working clothes.

Wu gives us a modern collection where suits, jackets, shirts, skirts and dresses are designed for day and for night. Wu has also made some interesting changes in the application of the Boss logo. Less visible, it appears discretely on the inside of pieces in keeping with the tradition of what other luxury brands are doing.

Wu says, "My job is to redefine the brand's style according to the seasons. For me, each collection is a new chapter of a story that I want to tell with a contemporary interpretation of the ‘Boss woman’. All respecting the DNA of the brand that started with the manufacture of pieces destined for the male wardrobe”.

He also explains his design of the ‘Boss Bespoke’ handbag: “I created a beautiful and functional bag that adapts to life, but also the personality of this modern woman. Certainly, it's a luxury item, but it's also something practical. The zipper of this bag for example, was inspired by the men's cufflinks; It is possible to have your initials embossed on it”.

Wu has certainly achieved his goal of producing a very elegant ladies collection for the very traditional and masculine Hugo Boss brand.


Non-EU shoppers can enjoy Tax Free shopping in the new Hugo Boss store


Hugo Boss, Dublin

68 Grafton St, Dublin 2, Ireland

Hugo Boss shop tax free brand news Dublin opening