A Look at the Hugo Boss Rebrand + More Fashion News

Photography courtesy of Hugo Boss

Including a limited-edition Joe Fresh x Sasha Exeter activewear line and Canada Goose’s latest Project Atigi collection.

Sarah Mariotti

Date January 29, 2022

Hugo Boss undertakes a rebrand

Photography courtesy of Hugo Boss

Hugo Boss is ushering in a new era. Centered on a more playful and casual aesthetic while still nodding to the brand’s core code of dressing excellence, both of its pillars — Boss and Hugo — have set out to focus on a younger and more global demographic. All the proof is in its new, star-studded Hugo Boss rebrand campaign, which includes Joan Smalls, Hailey Bieber, Kendall Jenner, Future, Lee Min-ho, (probably the funniest) TikTok star Khaby Lame and athletes Anthony Joshua, Matteo Berrettini and Alica Schmidt.

Canada Goose launches its 2022 Project Atigi collection with designer Victoria Kakuktinniq

Photography courtesy of Canada Goose

If you didn’t already know, Atigi is an Inuktitut word that translates to parka, and the Inuit were the original parka makers. To encapsulate even just a fraction of Canada’s North, its women, communities and wintertime ingenuity, Canada Goose is exploring expansion in its Project Atigi with a 2022 collection. Tapping Canadian Inuk designer Victoria Kakuktinniq for a stunning three-piece fleet of outerwear styles, this collection not only puts another renowned Indigenous designer on a global scale, but gives beautiful designs (made possible by Kakuktinniq’s artistry) a place to live.

Joe Fresh and Sasha Exeter release a limited-edition activewear collection

Photography courtesy of Joe Fresh

Former elite athlete Sasha Exeter is applying a technical lens to activewear. In an ongoing partnership with Joe Fresh, Exeter has co-created a collection of affordable and stylish activewear that will outfit all ages, from toddler boy and kid girl pieces to an array of adult styles. With Exeter’s career as a Canadian-based content creator, brand marketer and entrepreneur in full swing, and her open and very real display of life as a single mother, this collab surely comes from a place of experience and love.

Athleta partners with Alicia Keys

Most people would agree that 15-time Grammy award winning musical powerhouse Alicia Keys is just the most wholesome human ever, right? Well if you need further convincing, a purposeful partnership between Keys and Athleta has just taken off. Together, Keys and Athleta will drive awareness of and access to women’s well-being through impact grants, unique community content and product offerings. The first drop of product offerings will be released on International Women’s Day (March 8). Watch this space.

The Hadids front the Versace Spring 2022 campaign

Photograph by Mert Alaş and Marcus Piggott

This week, Italian fashion house Versace revealed its Spring/Summer 2022 campaign, for which supermodel sisters Gigi and Bella star in coordinated, colour-popping looks. The photo series, shot by Mert & Marcus, features a cameo from Donatella Versace herself, the mastermind keeping Versace’s focus on familial roots alive.

“Family is always at the heart of everything I do, which is why I love Bella and Gigi so much. They perfectly exemplify the strength between sisters, and they share that message to our Versace sisterhood worldwide,” Donatella Versace said in a press release. “I want this campaign to be a warm hug to the global Versace family at the start of 2022!”

Kelly Clarkson dons Canadian label Ellie Mae

Photograph by Weiss Eubanks/Getty Images

Spotting celebrities in Canadian designers is something like a game for us. On a recent episode of The Kelly Clarkson Show, beloved singer-songwriter Kelly Clarkson tapped Toronto-based luxury fashion house Ellie Mae for some ethereal, breezy vibes. The host’s frock of choice, the Lana Dress, embodies total western-femme, and is made of sustainable wood pulp. Now that gets our stamp of approval.

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