Each year, there’s at least one brand that is doing a runway show at Pitti Uomo in Florence. The past few years, designers like Raf Simons and Tim Coppens showed at the Italian location. This season, Hugo Boss is taking over the exhibition to host the spring/summer 2018 runway show of its Hugo collection.

Hugo Runway show

The brand is known for hosting shows for its Boss collections, but they usually don’t do shows for the Hugo line. Inge Wilts explains why they decided to do a show now. “Hugo has always been our more progressive brand. We are very much looking forward to presenting the collection at the Pitti Uomo. It’s one of the world’s most important platforms for men’s clothing and accessory collections,” states Ingo Wilts, CBO of Hugo Boss. “It’s the ideal setting for showing innovations in fashion and for presenting the brand to a relevant audience of buyers and press.”

With its fashion-forward collections, Hugo targets an edgier and trend-concious audience. Which is very Enfnts Terribles. The faces of the campaign include musician and cool kid Soko, Anwar Hadid and Enfnts Terribles-favorite Luka Sabbat.

Watch the show via the live stream below.