HUGO BOSS launches capsule collection featuring works from the Ashmolean Museum

HUGO BOSS has launched HUGO × APOH – a limited-edition capsule collection featuring works the Ashmolean Museum’s distinguished collection.

The range reimagines the work of Jean-Louis Forain, using his ballerina artwork sourced directly from the Ashmolean’s archives. The designs are applied across a range of menswear essentials: t-shirts, oversized hoodies, sweatshirts and accessories.

Where possible, pieces are produced using at least 60% better raw materials, including cotton derived from regenerative agriculture.

“This wonderful collaboration brings the Ashmolean’s collection to a broader, younger, more fashion-oriented audience,” said Declan McCarthy, Head of Brand Licensing at the Ashmolean Museum.

“Using art from the collection on wearable items is a great way of making the Museum’s holdings more visible and part of everyday life, not just behind glass. It matches well with the sort of product the Ashmolean tends to support: pieces that are well-designed, art-inspired, creative, and which link back to the collection.”