Presenting a very mod, polished look we’ve come to expect from HUGO, the brand held up their end of the bargain last week at Berlin Fashion Week, delivering a pleasingly wearable Spring Summer 2012 Collection. Glittery silvers, black on white, and bold tomato corals all lent to an eloquent, rather European energy.
Refusing to become irrelevant, Eyan Allen, creative director of HUGO, has managed to keep the brand afloat in a luxury market becoming dominated by low-range collaborations, holding true to its identity and image, while still managing to offer quality garments at a reasonable price. This, combined with their unyielding glossy aesthetic is what I believe makes the brand so successful, even today — they truly understand what consumers want to wear, and want to buy.
Visit hugoboss.com/de/en/blog/ to learn more.
