HUGO BOSS INDUSTRY PROJECT | LANCIO BRIEF | MASTER MENSWEAR DESIGN

Our Master in Menswear Design students have embarked on a new Industry Project developed in collaboration with HUGO BOSS, a leading global player in contemporary menswear.

Led by Project Leader Albino D’Amato, the project “Neo-Modern Menswear Fall/Winter 2027” explores the aesthetic language of late 1990s Neo-Modernism. This cultural moment emerged as a reaction to the excess of the 1980s, embracing formal reduction, precision and a sense of emotional detachment.

Bridging cultural research and industrial systems

Students are invited to investigate and reinterpret the principles of Modernism and the Bauhaus, translating them into a design system applied to contemporary fashion. The collaboration with HUGO—known for its urban tailoring, minimalist approach and forward-looking attitude—allows participants to engage with the language of a global brand.

The project balances cultural research, design methodology and industrial application: the selected silhouette will be prototyped at the brand’s headquarters.

From Neo-Modernism to contemporary collection design

Each student will develop an individual proposal for a Fall/Winter 2027 collection, translating key Neo-Modernist principles—radical minimalism, formal clarity, function over decoration, conscious material use and anti-glamour aesthetics—into two complete silhouettes.

The research unfolds across three main disciplines:

• Architecture – Space as Garment
  Exploring space as a structural system applied to fashion design, referencing Peter Zumthor and Tadao Ando
• Art – Object Instead of Expression
  Analysing minimalist and modular practices, with references to Agnes Martin and Andreas Gursky
• Sound – Minimalism as Temporal Structure
  Investigating minimal electronic music as a design model, referencing Basic Channel and Alva Noto

Students will also examine the contemporary menswear landscape through brands such as Jil Sander, AMI Paris, Sandro and Auralee, analysing silhouettes, materials and market positioning.

A learning experience rooted in industry

This Industry Project offers a concrete opportunity to engage with real-world dynamics, fostering a rigorous, contemporary and industry-aware design approach.

Within the MA in Menswear Design, experiences like this reflect a distinctive educational model where research, methodology and direct industry collaboration converge—preparing designers to confidently navigate the international fashion landscape.

A heartfelt thank you to the entire HUGO BOSS team for this opportunity!