Wonderland.

HUGO

Hugo Boss’ contemporary offshoot brand opens its first ever UK store.

Anward Hadid in HUGO AW18 campaign - blazer
Anward Hadid in HUGO AW18 campaign - blazer

Oh, help. As if you needed yet another reason to wish it was pay day already, Hugo Boss has unveiled the UK’s first ever HUGO store at Westfield’s White City today.

In case you’ve been hiding under a rock, think of HUGO as the German fashion house’s younger offshoot – serving up swish smart-casj pieces. And we. Want. Everything.

Model of the moment Anwar Hadid showcases their AW18 offering in the brand’s latest campaign. Think colour-block bumbags, sleek black puffer-jackets and slogan-centric staples taking centre stage – all available to buy in the new London store.

Choc full of digital interaction, the store will allow customers to share their HUGO experience, with touchscreen kiosks also revealing shoppable content.

Form an orderly queue, guys.

Anward Hadid in HUGO AW18 campaign - puffer
Anward Hadid in HUGO AW18 campaign - puffer
Anward Hadid in HUGO AW18 campaign - underwear
Anward Hadid in HUGO AW18 campaign - underwear
Anward Hadid in HUGO AW18 campaign - t shirt
Anward Hadid in HUGO AW18 campaign - t shirt
HUGO

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