Hugo Boss officially opened in Auckland this evening, so Jordan and I went along to have a little look see at the new store. It was quite a swank event, with floodlights lining the footpath outside, a door list, security guards, and my favourite part – Anika Moa on the mic.
The German label is the third European megabrand to open a new store in Auckland this year, after Gucci and Louis Vuitton. They all seem to be Australian financed – must be a tax write-off, but I guess any presence in a market is better than no presence at all. Hugo Boss chose not to fight it out with the big boys on Queen Street though, opening instead next to the Polo by Ralph Lauren store on the ground floor of 277 on Broadway.
The clothes have that highly polished European look that probably works well for wealthy Remuera/Parnell types, but I can't imagine too many young people shopping there. New Zealand youth culture's whole ugly/cool obsession doesn't allow for shiny fabrics, bright colours or anything looking too new.
I was bursting to tell someone the juicy Hugo Boss gossip I'd heard yesterday but didn't get a chance, so I'll share it here. Did you know that Hugo Boss designed and manufactured both the Nazi's SS uniforms and the Hitler Youth uniform? Scandalous! Has anyone else noticed that every big German company has a sordid Nazi connection somewhere in their past?
But back to my favourite part, Anika Moa. She walked up to the microphone and said, "I'm just going to sing a few songs, feel free to talk amongst yourselves......But if you do, I'll kill you." Hilarious! Then, "These high heels are way too high for me, I'm just going to take them off." And finally, in true Maori fashion, "Ha ha Look, I'm bringing in a new style: Horey!"
I'm not sure what zee Germans would have thought, but it sure made me laugh.
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