The youthful brand under the Hugo Boss umbrella, Hugo unveiled Hugo Blue, its latest denim-focused line for Gen Z and younger consumers on March 06, 2024 in Berlin. The debut featured a spectacular launch event attended by approximately 1,000 guests.
Attendees at the event explored the inaugural collection of Hugo Blue and immersed themselves in its vibrant world. The experience seamlessly blended inspiring product installations with a diverse array of entertainment and gaming elements.
Despite having initiated the Hugo x Replay jeans capsule collaboration with Replay in October 2022, the German fashion powerhouse opted to launch its standalone brand, encompassing menswear, womenswear, and all-gender pieces.
The collection showcases bold logo details and various shades of blue denim, with a primary focus on denim essentials and streetwear, including printed t-shirts, hoodies, tops, shorts, pants, and outerwear.
The key looks were creatively presented through three distinct ‘closets,’ featuring playful inflatables, denim walls, and large LED panels. A ‘Customisation Zone’ allowed local artists Rafaella Braga and Max Teutsch to personalize guests' Hugo Blue pieces live, adding a unique touch to each item.
Additionally, each participant received a Hugo Blue denim tote bag, while selected VIP guests were treated to a teaser in the form of a denim jacket with an iron-on flower patch and an integrated NFC chip, offering an immersive Hugo Blue experience on Snapchat. The event also marked the introduction of Planet Hugo, an ecosystem of connected experiences on Roblox, a leading platform for communication and connection.
The launch showcased the first two 3D environments of Planet Hugo—Hugo Hangout and Hugo Fashion Match—in a gaming zone, displaying different immersive spaces simultaneously on multiple screens. Nadia Kokni, SVP- Global Marketing and Brand Communications, Hugo Boss, highlighted the event's focus on activating gaming and the metaverse as cultural focal points.
