Hugo, the younger line 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 promotes 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. 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, 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.

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. 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

Known for her viral lip-syncing videos and record-breaking rise to content creator stardom, 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.

Now available in Hugo stores worldwide, and exclusively in the Hugo Pop Up in Greenbelt 5, the Hugo x Bella Poarch statement styles include 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 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 a 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 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.

In the Philippines, Hugo is exclusively distributed by Stores Specialists, Inc., and is located at Power Plant Mall.