On 15 September, the HUGO x Bella Poarch collection was launched during London Fashion Week and celebrated by the biggest names in content, social media and entertainment. The collection was unveiled at Flannels X in London with live DJ sets, digital art and international fashion icons. The event highlighted Bella Poarch, known for her viral lip-syncing videos and rise to stardom and HUGO’s bold new collection.

The venue was transformed into a ‘Bellaverse’, showcasing Bella’s artistry, personality and brand. Interactive experiences such as an AI-generated selfie pod and floor-to-ceiling LED screens displaying animated video and graphics created a sensory storytelling experience.

Bella Poarch debuted her new single, CRUSH, and other musical artists also performed. Notable guests included Abby Roberts, Lola Clark, Kenza Boutrif, Feli Verena Greipel and Eva Garnier.

The HUGO x Bella Poarch collection, featuring bold and youthful designs, will be available exclusively at Flannels X Pop Up Spaces and online at flannels.com from 15 September, with a global roll-out on hugo.com from 20 September.

Source: Hugoboss.com