Think of the brand HUGO and the image that comes to mine often revolves around playful tailoring meets a healthy side of athleisure. This explains why its latest tie-up with Internet phenom Bella Poarch feels like a complete swerve from business as usual. The Philippine-born American social media star-slash-singer had first worked with the German fashion house for its Fall Winter 2023 campaign. In late Sept, the ‘Dolls’ songstress extended their collaboration by co-designing a 13-piece collection which is arguably HUGO’s most daring and boldest one to date.
Poarch underpins this collection with her subversive brand of grunge glam. The 26-year-old reimagines distressed jersey pieces with goth-inspired artwork featuring lyrics from her hit single ‘Build A B**ch’. Jeans are given a cool grey acid-wash finish while mesh tank tops and flare pants get a dressy touch with rhinestones. Tailoring also makes an appearance in the form of a skirt suit that features an abstract iteration of pinstripes. The accessories to match include tough-as-nails boots and an asymmetrical shoulder bag decorated with silver chain links.
Bella Poarch rose to fame with her viral lip-sync TikTok videos to become the third-most followed creator on the platform with more than 92.5 million followers.
In short, these are fits that will make the wearer want to experiment and create looks that feel individualistic. Three stylish youths who know too well about expressing themselves through their wardrobe choices are models Kaci Beh, Julie Liu and Megan Vanessa Tan – who each got first-hand experience at styling pieces from the collection.
The 24-year-old Beh – whose off-duty style confidently strides across grunge, cyber Y2K and even blokette core – pulls off a layered ensemble featuring a cropped T-shirt and bodysuit with ease. Meanwhile, style influencer Tan, 23, who possesses an edgier rock vibe oozes glam rock cool in a pair of embellished flared mesh pants. The 18-year-old Liu – more known for her sleek style – feels right at home in a grey bodysuit and a racerback-style mesh dress sparkling with rhinestones.
And if you feel inspired by their fits, we highlight some picks from the collection you can try to channel your inner fashion star.
The slogan on this cropped top reads “This ain’t build a b**ch” and is borrowed from Poarch’s hit single, ‘Build A B**ch’.
Cut from stretch jersey, the silhouette features an exaggeratedly high cut for that flash of skin. P.S. A portion of the proceeds from the sale of this piece will be donated to protecting sustainable cotton farming in Africa through Cotton Made In Africa (CmiA) community projects.
This versatile wardrobe staple comes with a back patch that has branded with the Hugo x Bella Poarch logo.
Pinstriped blazers are so mainstream – this oversized jacket features an embossed and reflective warped pinstripe motif.
Make a statement after dark in a slim-fitted mesh dress that fully represents Poarch’s grunge-glam aesthetic.
These acid-washed jeans come with toggle straps and snap buttons on the hems which allow the wearer to customise its silhouette.
Don’t mistake its compact size for a lack of room – this asymmetrical bag comes with two inner compartments as well as a front zipped pocket.
Videography Lawrence Teo Styling Damian Huang Styling Assistant & Video Editing Danessa Tong Hair EC Tan/Kizuki+LIM Makeup Keith Bryant Lee, using MAC Cosmetics Models Megan Vanessa Tan/Now, Kaci Beh/Basic Models & Julie Liu/Misc Management