MELBOURNE: The Victorian capital is keeping an iron grip on its title as a leading fashion hub with the opening of this country's first BOSS Orange outlet.
That, at least, is the firm belief of management at the QV shopping centre in Melbourne's CBD, which opened Australia's inaugural and so far its only BOSS Orange concept store earlier this month.
With the choice of Melbourne as the first port of call for the HUGO BOSS sub-brand in Australia described as a fashion coup by a BOSS Orange spokesperson, the "Australian first" coup for QV was also a sign of the centre's growing clout, confirmed QV property management marketing manager Martine Criswick.
"In MAT (moving annual turnover) terms, fashion overall at QV is trading up 20 per cent. With QV vacancies filling fast, BOSS Orange is just one of many things to watch out for in QV's future," she said.
First launched as a classic men's business brand in the 1970s, the HUGO BOSS brand is ranked among the world's leading luxury brands. It's younger BOSS Orange cousin opened its first concept store in Berlin, followed by London's edgy Carnaby Street fashion precinct and outlets in Philadelphia and Shanghai.
BOSS Orange offers casual collections for men and women, with signature looks including directional fabrications, bold colouring and a strong emphasis on experimental detailing. Featuring bags, shoes, eyewear and watches as well as men and women's fashion the brand's signature style is the creation of BOSS Orange creative director Andrea Cannelloni.
The launch of a BOSS Orange kidswear range for girls and boys aged four to 13 is planned for next year.