Shop the key pieces from the AW23 collectionHUGO
In recent years, it has not become uncommon to see influencers use their platform to pursue different creative careers.
Since the advent of TikTok, we’ve seen an increase in TikTok stars on big screens, runways and radios worldwide. As the third most followed creator on the app, Bella Poarch first began gaining a following with her cosplay and gaming videos. In 2020, a video of her lip-syncing became one of the most viewed videos on the app. Just a year into her career, the Los Angeles-based star released her first single and at the end of last year she dropped her debut EP.
RELAXED-FIT LEATHER BIKER JACKET WITH BELT
£429.00A modern biker jacket cut to a relaxed fit in lamb leather with logo lining, an asymmetric zip and a buckled belt by HUGO.
Appearing in HUGO’s spring summer 2023 campaign earlier this year, Poarch is now making a name for herself in fashion. Since its reinvention last year, HUGO has established a new brand narrative focusing on sound and style. For AW23, the brand is doubling down on the celebration between fashion and music’s synchronicities.
PADDED TRIANGLE BRA IN GEOMETRIC LACE WITH LOGO LABEL
£48.00A padded triangle bra by HUGO, designed in geometric lace with adjustable straps and a red logo label.
Focusing on the sound of the collection, the brand’s social channels are being taken over by social media stars who, like Poarch, embody the kinetic energy of HUGO. With a range of statement logo pieces, the collection presents youthful styles, fabrics and textures with a plethora of graphic tees, oversized hoodies and bold tye-die denim pieces.
LEATHER COWBOY BOOTS WITH CUBAN HEEL
£269.00Contemporary cowboy boots by HUGO, shaped in smooth leather with authentic stitching, a 7cm Cuban heel and an embossed logo.
OVERSIZED-FIT COAT IN FAUX FUR WITH FULL LINING
£389.00A modern coat cut to an oversized fit in faux fur with a hook-and-eye closure by HUGO.
In addition to the expected HUGO colour palette of black, white and red, the collection also features a somewhat surprising choice of colours with some pieces featuring indigo blue, caramel brown and hues of lavender. For the accessories, this season sees handbags featuring eccentric metallic trimmings which capture the label’s new rebel vision and direction.
FAUX-LEATHER CROSSBODY BAG WITH DETACHABLE CARD HOLDER
£139.00A modern crossbody bag by HUGO in matte faux leather with a detachable card holder, branded strap and a tonal logo detail.
Alongside starring in the AW23 campaign, Poarch has collaborated with the German fashion label to create an exclusive capsule collection. While the collection is still in the works, some pieces, including the metallic detailed tee pictured on Poarch in the campaign, tease what is coming up in the near future.
RELAXED-FIT LOUNGEWEAR HOODIE WITH SILICONE-PRINT LOGO
£69.00A relaxed-fit hooded sweatshirt with a silicone-printed logo at the centre chest by HUGO. For our RESPONSIBLE products, we always use at least 60% more sustainable raw materials. This product is made with certified cellulose fibres, derived from natural raw wood material and sourced from responsibly managed forests.
The AW23 collection is now available online and in stores worldwide. Shop key pieces from the collection throughout the article and check out Dazed’s exclusive campaign starring Bella Poarch in the AW23 collection, shot by Lindsay Ellary and styled by Tess Herbert, in the gallery above.