Hugo Singapore at ION Orchard Offers Modern Looks

Last month, the first Hugo Singapore store opened its doors at ION Orchard. But that’s not all that’s new; the brand also introduced a more contemporary collection for Spring/Summer 2019, a signpost of exciting things to come.

HUGO SS19 Collection

Hugo Boss has since SS18 streamlined its offering to two brands: Boss and Hugo. While the former is more boardroom, the latter offers looks that won’t look out of place at a block party. Hugo Singapore invited us to a preview of the SS19 collection for men and women, here’s what we know.

For SS19, Hugo dives into Berlin’s ’90s rave culture, creating a collection that will appeal to those who favor contemporary styles that draw heavily from the athleisure aesthetic – i.e., what the kids are wearing these days.

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Everything is bang on trend – think plaid suits, waist bags, motorsport inspired “race suits” and sneakers. Yes, and they’re chunky too. While the styles are noticeably modern, the color palettes are also right on the money. Color-blocking and splashes of acid yellow, neon orange and pale blue feature across the collection.

The collection, which debuted at the Berlin Fashion Week in July this year, will arrive in Singapore in three deliveries next year. Prices will range from S$69 to S$1,400.

While you wait, drop by the Hugo Singapore flagship store at ION Orchard (#03-12A). Between November 1 to 7, the store will sell personalized reversed tees available in limited quantities only.

What do you think of the Hugo SS19 collection? Let us know your favorites in the comments below.