HUGO Makes Musical Strides In New Campaign Starring TikTok Sensation Bella Poarch


If you really think about it, one way or another, the styles we have adapted inherently come from music. You’ll find yourself obsessing over a specific artist or genre, and intentionally or unintentionally start to inhabit said genre, whether it’s in the way you dress or the way you move, essentially becoming what you are listening to. Nonetheless, there is no doubt that fashion and music have had a life-long, undeniable  symbiotic and intimate relationship– one cannot survive without the other. From Dapper Dan’s legacy whose synonymous with the golden age of hip-hop and his contribution to logomania, Hedi Slimane’s Saint Laurent era, effortlessly aligning the brand with a distinct rock ‘n’ roll aesthetic, to now, German brand HUGO Boss making their own musical strides for its latest Fall 2023 campaign. 

Courtesy of HUGO BOSS

This season, the iconic brand is giving #HUGOYourWay new meaning as it delves into the world of music. On its newest venture, the label will be spotlighting artists such as Filipino-American TikTok sensation Bella Poarch, making her the face of the latest campaign alongside a HUGO x Bella Poarch capsule collection, which is currently in the works. 

Courtesy of HUGO BOSS

Meanwhile, this Fall 2023 collection presents a range of youthful textures, fabrics, and styles, all complemented and characterized by the familiar HUGO design codes and colorways. The iconic logo is seen splashed across statement pieces and accessories, reminding wearers of the brand’s ethos of authenticity, originality, and eccentricity. Including in-your-face pieces washed in HUGO red and black tie-dye on denim and jersey, premium metallic trims on handbags, and retro-bold graphics adorning T-shirts and oversized hoodies, the offering is ultra versatile and extremely wearable. An unexpected palette of indigo blue, lavender, and caramel brown complement and play up the HUGO brand colors of black, white, and red with a new attitude all together. 

Courtesy of HUGO BOSS

The HUGO Fall 2023 campaign exudes unmistakable power and dynamism from its collection and mantra. The creative vision and magnetism can be felt in the new campaign, set to Body Wan Shake, a techno-infused reggae track performed by Freq Motif x Magugu, and photographed by cinematographer Stuart Winecoff under the artistic direction of Trey Laird and the Team Laird agency, who has worked on a series of brand campaigns within the fashion industry. 

Both HUGO’s window displays and interior merchandising will reflect the bold look and feel of Fall 2023. HUGO’s brand page,, will launch the campaign and showcase key looks from the season.


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