Streetwear, Techno and Wiz Khalifa Collide at Hugo Boss’s Berlin Homecoming

The German brand returned to its roots for the Hugo SS19 mens and womenswear show, held in an industrial warehouse and inspired by Berlin street style.

Last night saw German brand Hugo Boss return to its roots with a pulsating SS19 mens and womenswear show for its youthful “little brother” label Hugo, presented during Berlin Fashion Week. The event was held at Motorwerk, a vast industrial hall, once home to some of the capital’s most riotous techno nights, which lent a quintessentially “Berlin” atmosphere to the proceedings. This was entirely intentional — the collection, entitled “Mixmasters”, was “influenced by the creative energy and eclectic street style of Berlin”, drawing on the city’s fondness for a DIY approach to dressing.

There was certainly a mix and match approach at play — woollen suits and oversized linen jackets were paired with synthetic neon sports jerseys or technical silk shirts, while Lycra cycling shorts and bathing suits, and retro colourblock tracksuits were a clear nod to the ‘90s rave scene. More subtle details like the graphics adorning the men’s T-shirts, apparently “based on Berlin walls plastered with club posters”, proved harder to pick up on, and it was the bolder statements — in particular the men’s acid-washed, double denim combo in highlighter yellow — that made the biggest impression. 

The carefully cultivated techno club atmosphere — flashing lights, throbbing music — and a contagiously energetic performance from rap star Wiz Khalifa immediately after the show’s finale certainly made for a captivating experience (although the guest appearance felt like somewhat of a genre clash). But it was the cast of cool and characterful faces — including acclaimed New York model, Binx Walton — that proved most integral to the show’s success. By effortlessly bringing their own personalities to the familiar street- and workwear garments, they gave an unadventurous but undeniably on-trend collection a much needed edge. A well-stocked after party in the venue’s courtyard — where guests lounged on Casper mattresses elegantly mounted on wooden pallets — and DJ sets from Berghain resident Marcel Dettmann, DJ Hell and Ellen Allien meant that guests could journey seamlessly from the dance floor to the desk in true Berlin style.


 
 

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