The viral lip-syncer-turned-popstar’s stamp is all over this blacked-out collaboration
It’s been a year since Hugo Boss ambitiously rebranded, deviating from its Wall Street suits and splitting HUGO and BOSS into two separate lines to kick off a new era of the storied label. Now the brand is going total Gen Z, as it drops a collaborative collection between HUGO and the TikTok icon and popstar Bella Poarch.
For fans of HUGO and Poarch, the collection might’ve appeared written in the stars, as the “Dolls” singer isn’t a new ambassador for the brand, having walked in fashion shows and starring as the face for the most recent Spring/Summer and Fall/Winter #HUGOYourWay campaigns.
Both campaigns have led up to the collaborative collection, which sees dressier silhouettes pair alongside casual staples and filter through Poarch’s trademark cyber-grunge and grit. From a tailored blazer to a “Build a Bitch” logoed hoodie and t-shirt, or a little black dress next to an acid-washed denim set — black, shining as the through-line colour. Also featured are some slick accessories, such as chunky-soled boots, a bag and a choker, decorated with chains and a punky edge.
Who better to be the anti-hero carrying the flag for the modern era of HUGO than Poarch? Originally from the Philippines, she immigrated to the US as an early teen and later joined the Navy, fleeing the home abuse of her adopted parents and rising to TikTok stardom in 2020 with the most-liked video on the app. She embodies the notion of self-transformation and being a multi-hyphenate in 2023 as a naval marine turned musical artist, influencer, cosplayer, and one day, hopes to be an actor in a superhero film.
Although, based on her debut EP Dolls, music videos, and HUGO collection, Poarch wouldn’t be your average Avenger if she entered the MCU (Marvel Cinematic Universe). She’d be her own version of a rogue anti-hero — blurring the lines between good and evil while challenging cliched roles — and dressed in the black goth glamour of her HUGO collection, of course.