German fashion giant Hugo Boss is to focus on expanding its womenswear under its new creative director Jason Wu.
The New York-based designer showed his first collection last season for autumn winter 2014, which will soon be available in stores.
Hugo Boss's womenswear currently accounts for just 15 percent of UK sales, with a key issue being the brand is mostly associated with menswear, suiting and a more masculine image.
Hugo Boss to create a more feminine image
Photographer duo Inez van Lamsweeder and Vinoodh Matadin have shot the new campaign, which with Wu's aesthetic has created a more feminine and directional image for the brand.
According to Draper's Hugo Boss will focus on on women's fashion as well as footwear and handbags.
An extension into a property adjacent to Hugo Boss’s 122 New Bond Street store in London, announced earlier this month, will be used to house womenswear and accessories.
The extension will use the ground floor at the property, which was previously occupied by jewellery and accessories retailer Folli Follie.
The company had announced plans to open 50 stores globally this year, however London will not see any new openings.
Source: Fashion United.