HUGO, the younger of the HUGO BOSS brands, serves as a platform for individuals to express themselves genuinely through clothing. Globally engaged, always curious, and uniquely expressive, HUGO designs apparel for those who blaze their own trails, promoting individuality and boundless styling forward.

With the launch of its Fall/Winter 2023 collection, HUGO amplifies its ethos—#HUGOYourWay—by taking on a new dimension, embracing a bold and rebellious spirit infused with youthful energy. Inspired by the dynamic global music scene, this year’s collection strikes harmonious chords between sound and style, igniting a movement of self-expression through unbridled spirit. Adding momentum to this anthem of a new generation are celebrities and social media influencers renowned for their individuality, including HUGO’s latest ambassador and grunge-pop sensation, Bella Poarch.

As the brand’s ambassador and a music maverick in her own right, Bella Poarch takes center stage in the season’s campaign wearing some of the latest selections which offer a vibrant array of youthful textures, fabrics, and styles, all infused with the distinctive HUGO design codes and signature color palette. The entire collection captures the kinetic energy of music while proudly embodying the unique HUGO ethos of self-expression through style.

Discover statement pieces, from bold red and black tie-dye patterns on denim and jersey to premium metallic trims on handbags, and retro graphics adorning shirts and oversized hoodies. With these choices, you can confidently embrace your individuality, unapologetically and boldly. In addition to the brand’s iconic colors of black, white, and red, unexpected hues of indigo blue, lavender, and caramel brown add depth and dimension to the collection’s palette.

Grunge Meets Glam: Introducing the HUGO x Bella Poarch Collection

Known for her viral lip-syncing videos and record-breaking rise to content creator stardom, Bella Poarch is a true Gen Z icon with her fem-punk dressing and her strikingly cool attitude, making her a key collaborator for the brand. The HUGO x Bella Poarch is the brand’s first-ever collaborative collection. It represents a unique fusion of two worlds, bringing together the iconic HUGO style and the singer’s distinctive persona.

Now available in HUGO stores worldwide, including the first Philippine outpost in Power Plant Mall, Makati, the HUGO x Bella Poarch capsule of statement styles is all about Bella’s world, her unapologetic rebellion, and her creativity unleashed. Audacious and youthful designs that blend HUGO’s codes of individuality along with Bella’s grunge and glam characterize this larger-than-life collection. Acid-washed denim in shades of gray and slate, distressed jersey pieces, graphic T-shirts adorned with her face and name, plus an oversized patterned blazer and hoodie, knee-high and heel-high black patent Chelsea boots, and an asymmetrical handbag draped in chain link are included in the collection.

HUGO Your Night

Marking this thrilling kick-off, HUGO hosted a special evening of sound and style at Xylo BGC which brought together the most inspiring local artists from the Pinoy global music scene. The event, with Janeena Chan as the host, kicked off with an electrifying performance by A-Team, setting the tone for the night in the brand’s iconic fits. Following them, Denise Julia serenaded the crowd with smooth R&B grooves, while Massiah and Curtismith delivered incredible rap performances, and international artists Sorn and Seung Yeon brought their global hits and energy to the stage, embodying the real and raw spirit of the brand in their HUGO ensembles. To keep the energy soaring throughout the night, DJ NixDamnP continued to pump out beats, with A-Team hyping up the crowd. Premium drink selections from Patrón were made available for all attendees, adding an extra layer of enjoyment to the entire experience.

The star-studded night also featured special guests including Brent Manalo, Jason Dhakal, Liam Labrooy, and Blue Zoleta, all of whom ruled the launch party while wearing their HUGO Fall/Winter 2023 looks.

HUGO is located at Power Plant Mall. Follow @ssilifeph on Instagram and Facebook or visit www.ssilife.com.ph to know more.