HUGO Spring/Summer 2019 Fashion Show: Reimagining eras past

Reminiscent of a hedonistic ’90s rave, HUGO’s Spring/Summer 2019 show took place at Motorwerk – the original home of Berlin techno.

Entitled “Mixmasters”, Spring/Summer 2019 is inspired by those who mix and match styles of different decades to create their own aesthetic. The collection promotes a do-it-yourself approach to fashion – bringing the idea of customization and selfexpression to the forefront. Influenced by the creative energy and eclectic street style of Berlin, HUGO makes the rules this season.

The collection – menswear and womenswear – features elevated pieces that would feel at home on the streets of Berlin. Complete with customized elements like drawstring detailing, archival HUGO designs are reimagined; slouchy suit jackets, dress trousers and body-skimming slip dresses are paired with nylon cycling jerseys and bright Lycra bathing suits. HUGO also delivers a colorful alternative to workwear: washed and rewashed acid yellow denim jackets, with matching straight-leg jeans for men and super-short shorts for women.

Contrasts are an important collection theme, in particular, the combination of natural fibers and synthetic materials. Bright mesh linings peek out from underneath the hem of perforated wool suits, oversized linen jackets are worn over technical silk shirts and soft ribbed knits are styled with tight Lycra cycling shorts.

In terms of print and pattern, the collection – once again – takes its cues from ‘90s culture. Graphics based on Berlin walls plastered with club posters feature on men’s mesh T-shirts, while blurred roses, inspired by album artwork of the period, detail women’s dresses Elsewhere, taped logo accents bring a HUGO touch to retro, colorblock tracksuits.

The collection’s color palette is characteristically eccentric, with overwhelming amounts of acid yellow, pops of pale blue, touches of chalky pink and hints of neon orange – in direct contrast to the minimal white and neutrals that run throughout.

The industrial venue was transformed by HUGO into a grimy, dimly lit techno club once more. Guests assembled on podiums directly on the runway as models zigzagged in and out, creating the illusion of a rave in full swing. After the show guests gathered outside, where Casper mattresses mounted on wooden pallets provided seating. Live performances from rapper Wiz Khalifa and DJ sets from Berghain resident Marcel Dettmann, DJ Hell and Ellen Allien kept the party going well into the night.

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