2011 March 28

Hugo Boss Builds In-House Women's PR Team

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Shirin von Wulffen Shirin von Wulffen
Patrick McMullan
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(NEW YORK) After parting ways with its agency Karla Otto, Hugo Boss has added two talents to spearhead its women's wear PR team. Kelly Frey, who served as PR manager at Etro since 2007, will be the main point person for U.S. women's wear PR at Hugo Boss. She began in her new role at the company last month. Prior to the nearly four years at Etro, Frey held various PR positions at Dolce & Gabbana, Polo Ralph Lauren and Polo Jeans. Also joining Hugo Boss' representation for women's wear as an outside consultant: Shirin von Wulffen, an alum of Tom Ford and Yves Saint Laurent and wife of Frédéric Fekkai. Von Wulffen deftly handled the transition of YSL creative director from Tom Ford to Stefano Pilati before departing the French design house to pursue independent consulting work in 2005. In 2007, von Wulffen was appointed North American PR director for Tom Ford. As for Hugo Boss' decision to transition internally with its women's wear PR efforts, "it is imperative to communicate more directly with our media partners in the United States," said the company's senior vice president of global communications, Philipp Wolff, to WWD. In their new capacities at Hugo Boss, Frey and von Wulffen report to Ward Simmons, the brand's senior director of marketing and PR for the Americas. 
ALEXANDRA ILYASHOV



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