Today in via Savoia, Hogan presented its woman 2018 autumn/winter collection, in a very cool clubbing environment, where the main character was the beautiful top model Sara Sampaio. Just picture a huge room, full of people, cocktails and shoes.

As a matter of fact, the brand decided not to present the clothes with the shoes, and to offer instead several small capsule collections.

I really appreciated this idea, which, according to me, completely suits the radical stylistic transformation the brand has gone through, surprising everybody.

As the general manager Sergio Azzolari claimed, Hogan decided to restart focusing on a sector that had been partially neglected during the previous years: “everyday luxury, that represents being cool with no effort”.

This is where the great revolution comes from: the iconic “H” of Hogan disappears and turns into something new, thanks to a new graphic: tone on tone stitching, that gives up on recognisability and instead totally suits a collection where luxury trainers triumph.

Next winter maxi platforms will have trekking shoelaces and sheepskin, just like slip-ons and the new hiking boots, ideal for very cold winter. Even more feminine, even more confident; sophisticated and irresistible.

Finally, Hogan’s boots are impressing thanks to their colourful laces and thanks to the genial mix between tradition and innovation, between mountain pop and Cortina. This new Hogan’s woman is a bit daring, and I can’t wait to get to know her.