Spotlight on: The new spring BOSS collection

We were so excited to see the new collection for German megabrand Boss, we had to give you a quick preview. Since New York designer, Jason Wu, became artistic director of the womenswear division of Germany’s storied label in June 2013, the collection is attracting Hollywood stars and real women alike.

 

hugofeatureimage

It has long been our go-to for razor-sharp suiting, but now there is a new lightness and fluidity added to the old codes of the house. “When I was designing my first Boss collection, I came to the company's headquarters in Metzingen and found an amazing contrast between the minimal glass and steel architecture, and the natural curves of the German landscape around,” Wu explains. “Man meeting nature. That idea, and the idea of something strict and formal meeting something soft and gentle, was the crux of the collection I presented for BOSS during New York Fashion Week.”

Of course, Wu knows a thing or two about capturing the power and beauty of some of the world's most high-profile women. He was still relatively unknown when he created the gown for Michelle Obama for the inaugural ball in 2009, catapulting him to a global platform. The label is now dressing some of the hottest names in Hollywood including Reese Witherspoon and Kate Bosworth, while Diane Kruger is regularly seen with her Berlin bag.

“I've dressed some amazing women already at Boss," Wu explains. "Someone very genuine like Reese Witherspoon or Gwyneth Paltrow, they have fragility but underpinned by true strength and character. This assertiveness coupled with femininity and sensuality is the epitome of my new Boss woman.”

"I've dressed some amazing women at Boss - someone very genuine like Reese Witherspoon or Gwyneth Paltrow - they have fragility but underpinned by true strength and character. This assertiveness coupled with femininity and sensuality is the epitome of my new Boss woman,” says Jason Wu.

While his own label is known for catering to the gala-going Park Avenue set, his new post is bringing broader appeal – real women with real lives. And the secret? Well, as Wu himself explains, it’s about creating a combination of confidence, femininity and sexiness: “If you have all those elements, in yourself and in your clothing, you'll always be beautiful”. We couldn’t agree more.

Available in select Fenwick stores

By Claire Brayford