Celebrating HUGO Blue with Swae Lee

March 11, 2024

Against the backdrop of Berlin, HUGO hosted a warehouse party last week to mark the debut of the HUGO Blue line. Targeting its Gen-Z audience, the capsule collection comprises laid-back wardrobe staples, including t-shirts, hoodies, baggy jeans, denim jackets, and shorts, all featuring HUGO’s signature shade of blue.

HUGO Creative Director Marco Falcioni developed the line with a certain lifestyle in mind. For him, “it’s not about following fashion,” imagining someone “who goes to work and clubbing in the same outfit just because.” The capsule's appeal lies in its denim essentials, ranging from t-shirts and hoodies with HUGO splattered across them to baggy pants and trousers with the four letters printed boldly across the front of bottoms.

More than 1,000 guests from HUGO’s global community filled the venue, immersed in a sea of blue: from the lights and cocktails to a central cage tower with LED screens and mini-rooms showcasing the collection.

Photography courtesy of HUGO

Inside, guests could personalize their HUGO Blue attire, with local artists Max Teutsch and Rafaella Braga offering customization options such as piercings, rings, or paint streaks. Prominent gamers like Clix and Chad Epps and stars from HUGO Blue's inaugural campaign, German rapper Reezy and British actor Jasmine Jobson, also joined in on the fun.

DJ Adam Port played from the cage tower, where Swae Lee later performed for the crowd, wearing HUGO Blue. Lee swung and jumped around, playing hit after hit from “Come Get Her” to “Sunflower" igniting dance circles among singing fans and a burgeoning crowd of HUGO influencers taking videos and sharing the moment, expanding its reach beyond the confines of the venue.

For Falcioni, bridging the interactive physical experience to the digital was central to tapping into this younger generation less afraid of technology and the unknown. With the launch came the reveal of PLANET HUGO, a virtual realm on ROBLOX (the leading metaverse ecosystem today), comprised of two 3D environments that replicate the physical event space. In the HUGO HANGOUT and HUGO FASHION MATCH, users can complete obstacles, and dress their avatars (and other user's) in digital wearables.

Fashion

The North Face Unveils Snowsports Collection for Fall 2024

Fashion

Total Recall

Born in the Moroccan town of Tétouan and educated in Paris, Khattabi’s upbringing required him to make sense of how the different influences surrounding him could align. In turn, his designs explore the embedded codes and history of his bicultural background. Total Recall addresses this phenomon by including garments meant to reflect adaptation and transformation. Skirts made of tire covers and motorcyle tarpaulins refashioned into dresses are scattered across the collection, conveying notions of displacement. Blending these elements adds an industrial touch to the pieces while still keeping a sense of movement.

From sweatpants infused with polka dots to nostaglic slogans and banner display, the ensembles symbolize hidden identities and memories. Giving us a glimpse into his own memories, Khattabi's work evokes affection for the past. It's a nod to the interconnectedness of culture and how we interact with its complexitites creatively. View the collection below.