HUGO X Bella Poarch – Bold Rebellion at London Fashion Week Showcase
London Fashion Week witnessed an electrifying fusion of fashion, music, and digital art as HUGO celebrated the launch of its FAULTLess collaboration, the HUGO x Bella Poarch collection. The event unfolded on the evening of September 15 at the vibrant Flannels X venue in London, setting the stage for an unforgettable night of style and creativity.
This momentous occasion brought together a constellation of stars from the worlds of content creation, social media, and entertainment, all gathered to honor the debut of this exciting collaboration. The HUGO x Bella Poarch collection launch was far more than just a fashion show; it was an immersive experience that combined live DJ sets, captivating digital art installations, and a star-studded guest list that exemplified the global fashion scene’s diversity.
At the heart of this remarkable collaboration is Bella Poarch, the sensation who took the world by storm with her viral lip-syncing videos and catapulted herself into the realm of content creator stardom. With her unique blend of fem-punk style, a burgeoning music career as a grunge-pop sensation, and an effortlessly cool attitude, Bella is the embodiment of authenticity and self-expression. She has become a multi-season HUGO brand ambassador, making her the ideal partner for a brand built on these very principles.
To pay tribute to Bella’s multifaceted talent and present the new capsule collection, HUGO transformed Flannels X into the Bellaverse. This immersive experience showcased three central themes representing Bella’s artistry, personality, and brand, drawing inspiration from her notoriety in music, social media, and gaming.
The three key layers of the Bellaverse – Cyber-Punk, Code Red, and Intergalactic – came to life through unexpected interactive experiences. An AI-generated selfie pod and an immersive starlight sensory room offered guests a unique and engaging journey into Bella’s world. The Flannels X basement became a canvas for sensory storytelling, with floor-to-ceiling LED screens displaying animated videos and mesmerizing graphic visuals, courtesy of digital artist Gabriel Massan. This phygital playground captivated all senses, blurring the lines between reality and imagination.
For 24 hours, HUGO even took over the screens on the exterior of the Flannels building, teasing visuals from the HUGO x Bella Poarch campaign to passersby, offering a tantalizing taste of what awaited inside. Inside the venue, mega-sized digital TV sets adorned the basement, mirroring the changing scenes displayed on the LED screens.
The HUGO x Bella Poarch collection is a daring expression of Bella’s unapologetic rebellion and creativity. This capsule collection fuses HUGO’s commitment to individuality with Bella’s grunge and glam aesthetic. Acid-washed denim in shades of gray and slate, distressed jersey pieces, graphic T-shirts adorned with Bella’s face and name, an oversized patterned blazer and hoodie, knee-high and heel-high black patent Chelsea boots, and an asymmetrical handbag draped in chainlink are just a few of the standout pieces in this larger-than-life collection.
The collection is now available for fashion enthusiasts worldwide, both in physical stores and online at hugo.com.
The HUGO x Bella Poarch collaboration has not only redefined the boundaries of fashion but also celebrated the spirit of rebellion, individuality, and creativity that defines Bella herself. This partnership marks an exciting chapter in the world of fashion and underscores the power of collaboration in shaping the future of style.