An unusual event took place at London Fashion Week that excited the fashion world: the launch of the Hugo x Bella Poarch capsule collection. That is, the undisputed symbol of generation Z.
Hugo, The Hugo Boss brand, aimed at generation Z and consumers under 25, celebrated the launch capsule collection in collaboration with Bella Poarch. The event took place during London Fashion Week with a party from Flannel which transformed the space into Bellavers. Flannel
Bella Poarch, a 26-year-old Filipino-American singer, is known for her viral lip-sync videos and meteoric rise as a content creator. Not only is she a prominent face in pop culture, but she has also been a recognized brand ambassador for Hugo for several seasons. Her fem-punk style and musical career in the world of pop-grunge make her a reference figure for the brand.
Hugo x Bella Poarch
To introduce this exciting new capsule collection, Hugo transformed Flalanels X into a parallel world. Bellavers, one of a kind. The event was divided into three central themes: Cyber Punk, Code Red and Intergalaxy. Each of them interacted through an interactive experience that made the evening interesting and different for all guests.
An AI-powered selfie module allowed guests to fully immerse themselves in the Bellaverse dimension. Animated videos and graphics created by digital artist Gabriel Massan were then projected onto LED screens in the Flalanels X basement event area. Thus, a seamless sensory narrative was created. A virtual platform for visual and audio emotions.
To add a touch of innovation, Hugo also took over the screens outside the Flannels building to preview images from the Hugo x Bella Poarch campaign. An intriguing way to play with the concept of old and new.
TSHA DJ set
The event came to a head when Bella Poarch joined TSHA musician Teisha Matthews backstage. The DJ presents TSHA’s new single “Crush”. But the surprises didn’t end there as other artists, including Tamera and Marley, performed exclusive performances, adding energy and flair to an already unforgettable evening.
The Hugo x Bella Poarch capsule is dedicated to the world of Bella, her rebellion and creativity. Bold and youthful designs characterize this impressive collection. The collection includes acid-washed denim in shades of gray and taupe, distressed knits, T-shirts with Bella’s face and name on them, oversized blazers and sweatshirts, black patent knee-high Chelsea boots with heels and a bag draped with chain links.
The capsule collection is available exclusively in flannel at Flalanels X Pop Up Spaces in London until Wednesday. starting September 20, also available at all Hugo stores and at hugo.com.