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.

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.

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.

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.

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.

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.