A look at the Hugo Boss rebrand + More fashion news

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Photograph courtesy of Hugo Boss

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

Hugo Boss undertakes a rebranding

Photograph courtesy of Hugo Boss

Hugo Boss ushers in a new era. Focused on a more playful and relaxed aesthetic while nodding to the brand’s code of sartorial excellence, its two mainstays – Boss and Hugo – decided to focus on a younger, more global demographic. All the proof is in his new Hugo Boss rebranding campaign, which features 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

Canada Goose x Victoria Kakuktinniq Project Atigi
Photograph courtesy of Canada Goose

If you didn’t already know, Atigi is an Inuktitut word that translates to parka, and the Inuit were the first parka makers. To sum up just a fraction of Canada’s North, its women, its communities and its winter ingenuity, Canada Goose explores the expansion of its Atigi Project with a 2022 collection. Leveraging Canadian Inuk designer Victoria Kakuktinniq for a stunning line of three-piece outerwear, this collection not only showcases another globally renowned Indigenous designer, but also gives a place to live to beautiful designs (made possible by the artistry of Kakuktinniq).

Joe Fresh and Sasha Exeter launch limited-edition sportswear collection

Joe Fresh x Sasha Exeter
Photograph courtesy of Joe Fresh

Former top athlete Sasha Exeter applies a technical lens to sportswear. In a permanent partnership with Joe Fresh, Exeter have co-created a collection of affordable and stylish sportswear that will suit all ages, from pieces for toddler boys and girls to a range of styles for adults. With Exeter’s career as a Canadian-based content creator, brand marketer and entrepreneur on the rise, and her open and very real demonstration of life as a single mother, this collaboration surely comes from a place of success. experience and love.

Athletica teams up with Alicia Keys

Most people would agree that 15-time Grammy winner Alicia Keys is the healthiest human being ever, right? Well, if you need further convincing, a useful partnership between Keys and Athlete just took off. Together, Keys and Athleta will drive awareness and access to women’s wellness 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 place.

Hadids lead the Versace Spring 2022 campaign

Versace Spring Summer 2022
Photograph by Mert Alaş and Marcus Piggott

This week, Italian fashion house Versace unveiled its Spring/Summer 2022 campaign, for which supermodel sisters Gigi and Bella star in coordinated and colorful looks. The photo series, shot by Mert & Marcus, features a cameo of Donatella Versace herself, the mastermind that keeps Versace’s emphasis on family roots.

“Family is always at the heart of everything I do, which is why I love Bella and Gigi so much. They exemplify the strength between sisters, and they share that message with our Versace fraternity around the world,” said said Donatella Versace 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

The Kelly Clarkson Show
Photograph by Weiss Eubanks/Getty Images

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

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