HUGO kicks off Berlin Fashion Week!
In support of Liam Payne’s new capsule collection, the German-born brand threw one epic celebration well into the early hours.
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This being Berlin, it was held in a semi-derelict industrial estate. A former paper factory in Berlin’s Wriezener Karree neighbourhood, to be precise, with a minimalistic structure, mammoth ceilings, and enough wiggle room to host the 1000 guests in attendance.
Actual Proper Popstar Liam Payne performed a 3‑song set to a gaggle of adoring fans lining the square-shaped stage. It was pop perfection. Following this, DJs object blue and Sebo K played high energy techno and the Berlinites showed us ever-awkward Brits how dancing is done – until we got a few bevs down us.
A fan was spotted crying during his performance of Strip That Down.
Models and friends of the brand Winnie Harlow and Stella Maxwell came out in support, as did the majority of Berlin’s club kids, who stayed until the 5am finish and then probably went to some “day rave” somewhere (what are they like).
The party was to celebrate HUGO’s 10-piece collaboration with the brand’s rather fancily named global ambassador Liam Payne, which is hitting the site and stores today. The collection revolves around the former One Direction member’s personal style, with minimalism at its centre, blurring the lines between formalwear and athleisure in the process (formleisure?). Detailing has been meticulously thought out – you can see bits of Payne, for example, in the tribal-style arrow etched onto the zippers, as well as on the sides of the trousers (a reference to his heavily-inked – and nicely toned – arms).“He’s 25 so he has a very natural intuition, but also he’s very natural in his requests of how he likes to have things done,” says Bart de Backer, Senior Head of Design at HUGO BOSS.“[The collection’s] not about a certain age, it’s more about a type of lifestyle and an attitude. When I think about a person wearing HUGO, it’s not the person that searches for the established; it’s the person that tries something new, who is into fashion but isn’t shouting it out loud.”
The full capsule collection is available to buy from today on the HUGO website and in selected stores around the world. It’s almost like we timed the article.