Hugo Boss hits Geneva Featured

We scope out the new boutique on Rue de Marché
by 11 June 2012

After half a century, Ernest Hemingway’s Finca Vigía home in Singer, Havana remains virtually intact. Marks indicating the author’s weight can still be seen on the walls, the basement still contains his old letters and the upholstered sofas in the parlour remain as they were the day he left in 1960. It is a singularly authentic atmosphere, one that makes you feel as though you are right there in history.

I recently felt an aura similar to this in Florence while attending fashion industry event, Pitti Immagine. To house its Boss Selection spring/summer collection, Hugo Boss constructed a pavilion plucked straight from the confines of Cuba. Complementing designer Kevin Lobo’s ‘Colonial Cuba’ inspired menswear were antique mirrors hanging over top brick walls and streaked green surfaces.

From Singer to Switzerland



As I entered yet another faction of the Boss universe at number 18, Rue de Marché in Geneva, I found myself once again face-to-face with Hemingway’s Cuba in Boss Selection’s tailored jackets, ‘Kent’ collar dress shirts and woven leather lace-ups.
In line with the city’s status as a global centre of enterprise, this new boutique – with its glass, steel and wood-lined interior – packs all you’ll need to dress the part for business or pleasure. You’ll be covered for conferences with Boss Black’s stretch cotton suits and classic trouser suits for women. You can also get your essential eveningwear with Boss Selection’s Howard/Court suits for the gents and lovely Grecian-style ladies’ dresses by Boss Black for summer.

Falling in

If you finished your summer shopping months ago like us, the Rue de Marché boutique is ready for you with the new Hugo Boss pre-fall collections. Here’s our sneak peek at their Boss Selection and Boss Black lines:

Boss Selection – Riviera ready



This new collection puts an emphasis on first-class tailoring while keeping it fresh and casual. Look out for denim plastron shirts and jackets made with the finest Italian fabrics, mother-of-pearl buttons and AMF stitching. Pick up the pieces in maritime colours such as navy blue and beige for a touch of sailor-chic.

Boss Black Man – Everyday meets wedding day

This pre-fall collection has two distinct themes: ‘real summer’ and ‘summer of love’. The ‘real summer’ theme blends easy with elegant by proposing half-lined, washed suits for a relaxed formal appeal. ‘Summer of love’ is all about ceremony-wear as this is the most popular time of year for weddings. Suit up for the occasion in a seersucker suit with statement-making contrast-colour lapels.

Boss Black Woman – Luxe meets casual



As with the men’s styles, the attitude of this collection embraces laidback elegance. Cotton stretch dresses are always a safe bet with their Fifties flair, while gold embroidered dresses and jackets amp up the glam factor for the evening. Pick up a calfskin hobo bag or snakeskin envelope clutch to complete your look.

No time to hit the downtown boutique? You can always pop into their shop in Geneva Airport before boarding your flight… to Cuba!

Hugo Boss
Rue de Marché, 18
1211, Geneva
Tel. +41 (0)22 3115 377

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