Denim leads Hugo’s fresh Gen-Z focused brand
13/03/2024
The event showcased a customisation zone, where local artists Rafaella Braga and Max Teutsch added personalised touches to guests’ pieces.
Each attendee received a denim tote or a denim jacket with an iron-on flower badge featuring an integrated NFC chip, connecting to an immersive experience on Snapchat.
The event also marked the unveiling of Planet Hugo; interconnected experiences on online platform Roblox. As part of this, Hugo Fashion Match is a social styling experience where visitors are challenged to dress their opponent’s avatar, pulling from their own or the opponent’s virtual wardrobe of digital wearables and purchasable options from Hugo.
Nadia Kokni, senior vice-president of marketing at Hugo Boss, said: “Targeting its Gen-Z audience, Hugo harnessed the launch event as the perfect occasion to activate gaming and Metaverse spaces as key cultural focus territories. Hugo Fashion Match is a social styling experience that presents an incredible opportunity to put Hugo Blue’s denim-focused fashion offering in the spotlight and bring people together through co-creation.”
Share this story:
