WWD.com/eye/people/hugo-boss-celebrates-new-store-1842215
people
people

Hugo Boss Celebrates New Store

Though it might seem like an undesirable time to open a store, Hugo Boss's fete for its new outpost resembled a pre-financial crisis bash.

Maggie Gyllenhaal

Maggie Gyllenhaal

Photo By Lauren Fleishman

Hugo Boss chose the Meatpacking District to test its newest retail concept
Though it might seem like an undesirable time to open a store, Hugo Boss's fete for its new Meatpacking District outpost on Wednesday night resembled a pre-financial crisis bash — complete with a celeb-laden, Champagne-swilling crowd.

Young members of the fashion flock like Julia Restoin Roitfeld, Chris Benz and Peaches Geldof danced to the turntable stylings of Alexandra and Theodora Richards while headliners like Maggie Gyllenhaal, Mena Suvari and Brooke Shields lounged in a makeshift VIP area in the back of the 14th Street boutique.

Shields, for her part, put a positive spin on the occasion's somewhat awkward timing. "It's very brave of Hugo Boss to open a store now. It's like my show ['Lipstick Jungle'], some people look at it and say 'why?' But in these times you need a break from CNN," the actress said. "It's a little different in my case because TV is free."