HUGO BLUE launch: new jeans collection and interactive experiences on Roblox

HUGO announced the launch of its new line called HUGO BLUE, with an emphasis on denim pieces and the promotion of self-expression. The launch event took place in Berlin, on March 6, bringing together around 1,000 guests from different parts of the world to present the collection. The experience provided to participants included an immersion in the HUGO BLUE universe through installations that mixed digital and physical entertainment elements.

The presentation highlighted the line's key pieces, organized into three themed areas, ranging from inflatable decorations to denim-covered walls and LED panels. Items in the collection encompass a variety of streetwear pieces, such as t-shirts, hoodies, tops, shorts, pants and hoodies, characterized by logo details and a blue color palette, available in men's, women's and unisex versions.

Simultaneously, PLANET HUGO was introduced, a set of virtual and interactive experiences on the Roblox platform, especially targeting Generation Z. This ecosystem includes environments such as HUGO HANGOUT and HUGO FASHION MATCH, offering gaming and socializing spaces that reflect the values ​​of brand and promote creativity and the formation of social connections.

During the event, there was a space dedicated to personalization, where artists Rafaella Braga and Max Teutsch applied personalized details to pieces live. Furthermore, musical performances and the presence of influential personalities on social media and in the world of music and art contributed to the atmosphere of the launch.