Hugo x Bella Poarch collection sees global launch at Flannels X

By

Sandra Halliday

Published
September 18, 2023

Hugo Boss’s reborn Hugo label is marking its link-up with “Gen Z icon” Bella Poarch with the the release of a collab collection that has seen its global launch in Frasers Group’s Flannels X Oxford Street flagship.

Unveiled at a London Fashion Week-linked party, it highlighted the key youth market that both Hugo and Flannels are targeting. That was clear from the event that included performances from Poarch, Tamera and TSHA.

This new limited-edition capsule of womenswear styles is now available exclusively at the Flannels X pop-up space in London, as well as at the retailer’s Liverpool and Sheffield stores, and on its webstore, but only until 21 September.

But that won’t be the end of the collection as it drops in stores worldwide and online at Hugo’s webstore on 20 September.

Part of the wider Youth-Phoria initiative that Flannels has been running this year, we’re told the Flannels X branch has been “transformed into a Bellaverse, showcasing three central themes of Poarch’s personality — Cyber-Punk, Code Red, and Intergalactic — through unexpected interactive experiences such as an AI-generated selfie pod and immersive starlight sensory room”.

The space’s multiple floor-to-ceiling LED screens also display animated videos, graphic visuals created by digital artist Gabriel Massan, “and seamless transitions to create a larger-than-life phygital playground of sensory storytelling”.

As for the pieces themselves, they’re “all about Bella’s world, her unapologetic rebellion and her creativity unleashed”. They combine Hugo’s “codes of individuality along with Bella’s grunge and glam”. 

That means acid-washed denim in shades of grey and slate, distressed jersey pieces, graphic T-shirts adorned with Poarch’s face and name, plus an oversized patterned blazer and hoodie, knee-high and heel-high black patent Chelsea boots, and an asymmetrical handbag draped in chain link.

As mentioned, Flannels X has been running its Youth-Phoria programme “championing next-generation excellence and ambition through a series of initiatives and cultural events”.

The last six months have seen The Art Kiosk with artist-of-the-moment Slawn, the launch of Christian Louboutin’s new Astroloubi sneaker, and The Renaissance Flagship, where it was Beyoncé’s official UK retail partner for her world tour.