fashion + tech | hugo blue launch event

imagery. Courtesy of HUGO

HUGO brought fashion and technology together in an explosion of colour at their HUGO BLUE launch event in Berlin this past Wednesday. The new line – which recently dropped in stores and online – focuses on denim and casual wear, uncovering a new, more relaxed style, including graphic tees, oversized hoodies, and trousers. Held at the Wilhelm Hallen, close to 1,000 guests were in attendance, all catching a glimpse of the first collection.

Entering a blue tunnel upon arrival, each attendee was transported into a world coloured with stunning shades of blue and bold logo detailing. Blue-tinted spotlights painted a customisation zone in which artists Rafaella Braga and Max Teutsch worked their magic on guests’ HUGO BLUE pieces – not to mention the denim tote bags that eventgoers were gifted. Signature styles were exhibited in closet-style rooms decorated with inflatables, denim, and LED panels.

Product installations allowed guests to discover the brand’s newest venture, PLANET HUGO – experiences on Roblox – which was unveiled at the event. The first 3D environments, HUGO HANGOUT and HUGO FASHION MATCH, offer Roblox shopping experiences, styling challenges, and digital fashion. This world came to life within a gaming zone, complete with multiple screens showcasing the virtual spaces.

American rapper and Grammy-nominated songwriter Swae Lee was the headline performer at the event, in addition to German DJ and producer Adam Port from Keinemusik. Star-studded attendees included German rapper Reezy and British actor Jasmine Jobson – who were both photographed in the first HUGO BLUE campaign – influencers Jordyn Jones, Perris Howard, and Alani Figueroa, and gamers Clix and Chad Epps.

All this excitement was streamed live throughout the building, ensuring guests would have HUGO BLUE on their minds for weeks to come.

imagery. Courtesy of HUGO

To discover HUGO BLUE’s first collection, follow them on Instagram or visit

words. Amber Louise
imagery. Courtesy of HUGO

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