Hiltl
Realness as DNA
Mr. Grönlund, how do you feel about the upcoming order round?
Thorsten Grönlund, CEO of Hiltl: With confidence. Over the past few months, we have initiated numerous strategic measures that have proven successful. Now it's a matter of consistently developing these approaches further and rolling them out even more broadly in the new order cycle.
Our upcoming issue is titled Realness. What thoughts do you associate with this term?
In my view, realness is becoming a central need—especially in times of perfected and staged imagery. The younger generations are looking for authenticity: for genuine experiences, credible images, and stories that also allow for imperfection. Perfection creates distance, while authenticity enables identification. For us as a traditional company with a 70-year history, this attitude has always been part of our DNA.
What can your customers look forward to next season?
The change in silhouette is clearly noticeable. Relaxed fits, pleats, and an overall more tailored look are becoming prevalent. Color is making a comeback—initially in earthy tones, but with the prospect of bolder shades to come. And there's no getting around brown!
