Berlin embraced the energy and style of HUGO BLUE’s new line, a denim-centric brand that’s made a stand in the city’s vibrant youth culture. At the heart of it all, the March 6 launch event—a hands-down favourite of ours—was nothing short of phenomenal, bringing together around 1,000 fashion enthusiasts and influencers to delve into this fresh collection that speaks volumes about self-expression.
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Stepping into Wilhelm Hallen, guests were greeted by a captivating blue “tunnel” entry, whisking them into the heartbeat of HUGO BLUE. The space breathes life with its selection of menswear, womenswear, and inclusive unisex apparel, grounded by denim essentials and amplified by streetwear must-haves like graphic tees and robust outerwear. The collection’s pivotal pieces found their spotlight in three whimsically adorned “closets,” each offering an abundance of Instagrammable moments.
Artistry and customization took centre stage when Rafaella Braga and Max Teutsch put their signature spin on the denim items live. Complementing the fashion-forward atmosphere was the introduction of PLANET HUGO on Roblox, weaving together HUGO’s sartorial savvy with gaming’s boundless realms—truly a nod to their Gen-Z crowd.
As for the event? Imagine being entranced by the lyrical prowess of Swae Lee, along with appearances by German talent Reezy and the UK’s Jasmine Jobson. With Adam Port spinning tracks, the vibe was electric, perfectly mirroring the allure of the HUGO BLUE line.
All eyes were on the event as influencers and famed gamers telegraphed every second of action across social media, from high-energy TikTok clips to exclusive Snapchat content, showcasing HUGO’s seamless dive into the digital frontier of Roblox.
Beyond the sea of high-tech screens projecting the night’s most electric moments, the event’s grandeur extended into an array of advertisements painting cities from New York to Berlin, all leading the charge to the heart of HUGO BLUE. This launch wasn’t just an unveiling; it was a celebration of the brand’s creative manifesto, infusing the world of fashion with technological innovation and artistic flair.
