Written by Fashion Tales

With a focus on diversity and digitalization Creative Director Marco Falcioni experiments and takes HUGO to new sights.

With the launch of HUGO BLUE in Berlin on the 6th of March 2024, Hugo teamed up with Roblox to give press the ultimate experience in a virtual universe in a world where fashion meets in a digital context. In the Hugo Blue World.

In a dynamic fusion of style, technology, and cultural immersion, HUGO made a resounding statement with the launch of its latest brand line, HUGO BLUE. Positioned as a celebration of denim and individuality, the event captivated over 1,000 guests from around the world, offering a glimpse into a world where fashion meets digital and self-expression is in the focus.

From the moment attendees stepped into Wilhelm Hallen in the outskirts of Berlin, the guests were transported into the vibrant world of HUGO BLUE. A captivating blue “tunnel” set the stage, enveloping guests in the brand's signature tones and symbolic motifs, setting the tone for an immersive experience unlike any other.
The venue was transformed into a playground of creativity, with installations showcasing the diverse range of denim essentials and streetwear staples that define HUGO BLUE's essence.

At the heart of the event was the opportunity for guests to engage with the brand on a deeply personal level. Local artists brought pieces to life through live customization, adding unique touches to HUGO BLUE garments and fostering a sense of individuality among attendees. Each guest received a denim tote, while VIPs were treated to an exclusive preview of the brand's innovative integration of NFC technology, teasing an immersive experience on Snapchat.

Central to the event was the unveiling of PLANET HUGO, an ambitious foray into the digital realm through Roblox. With environments like HUGO HANGOUT and HUGO FASHION MATCH, HUGO is pioneering a new frontier where gaming, socialization, and fashion meets. This move reflects the brand's commitment to connecting with Gen-Z audiences on platforms they frequent, tapping into the growing interest in style curation and self-expression within virtual communities.

Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS, emphasized the significance of this approach, stating,
HUGO BLUE's launch event signifies our commitment to harnessing cultural trends and digital innovation to engage with our audience authentically. Through PLANET HUGO, we are not only offering a unique gaming experience but also fostering social connections and self-expression, core values of the HUGO brand.”

The night ended with a big show by Swae Lee, accompanied by appearances from prominent figures like Reezy, Jasmine Jobson, and Adam Port, further underscoring HUGO's resonance with the youth culture of today. Social media played a pivotal role in amplifying the event's reach, with influencers and gamers alike sharing their experiences across platforms like Instagram, TikTok, and Snapchat.

As HUGO BLUE blurs the lines between the virtual and physical worlds, it represents more than just a fashion statement—it's a testament to the evolving landscape of self-expression and community-building in the digital age. With its Berlin launch event, HUGO has set the stage for a new era of creativity and connection, where denim serves as a canvas for individuality and authenticity reigns supreme.