HUGO, the giant of luxury fashion, recently showcased its new men’s and women’s Spring/Summer 2018 collection at Pitti Uomo in Florence, the birthplace of many of the world’s biggest fashion names. Behind this year’s eccentric collection was a focus on the art of voodoo symbolism and its expression. With looks inspired by artists such as Basquiat, the newest collection is a nod to artists and a tribute to their natural and raw expression of style. Unconventional and different, the fashion powerhouse takes an unique approach to style this season.



Fashion “rules” are thrown out the window as HUGO’s S/S 2018 collection features androgynous and laid-back pieces, drifting far from stereotypical trends and gendered clothing. Male models walked the runway wearing chunky soles, while women wore distinct patterns and oversized mesh blouses. The color palette, taken straight from the painter’s studio, featured neutral shades of white, beige, and khaki, and were complimented by brighter blues, yellows, and HUGO’s iconic red. The show took place in an old factory in Florence and was lit by hundreds of candles, with every inch of the surface covered in a creative output — from sketches and writings to abstract paintings.



The models walked under the gaze of a star-studded audience which included fashion icons such as Anwar Hadid, Jamie Campbell Bower, and Larissa Hofmann. The evening ended with an exclusive performance by the talented musician, producer and visual artist M.I.A., marking the end of a stunning show.


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