Although Glamorama spans four cities – Minneapolis, Chicago, Los Angeles and San Francisco – BOSS by Hugo Boss was only presented in Chicago. This was an extraordinary presentation from the clothing down to the structure and lighting. The show opened with the ascension of a giant BOSS logo up into the rafters, revealing the most incredible scaffolding stacked with male models. The show began with the models walking off of the platform and down onto the runway. Even my brother and fiance were completely blown away. The neon green lighting provided an intangible electricity, an energy that was highlighted as the models jauntily strutted down the catwalk. The clothing was sexy, the outfits well put together, and the styling impeccable.
Sportmax’s presentation at Glamorama 2010 was very frustrating. Photographers were not allowed to use flashes and the lighting provided for this show was very poor. It was very difficult to see the clothing under the low light. In retrospect, I think that the darkness that shrouded the collection was meant to further emphasize the funereal nature of the collection. The presentation itself was depressing as it followed the jovial and colorful Jean Paul Gaultier collection, which is a hard act to follow. However, I did love the last look – a blue sequin dress on Yuliya.
Opening
