Content creator, artist, and Gen-Z icon Bella Poarch has teamed up with HUGO for an exciting collaboration – one which celebrates individuality and self-expression, unapologetically. Launched at Flannels X in London on the first night of Fashion Week, the collection was debuted with a bang. With live DJ sets, digital art, interactive experiences, and the biggest names in international fashion, the event explored the intersection of the creative industries. Between an AI generated selfie, a starlight sensory room, and LED screens with animated videos, it was not to be missed. Not unlike the co-host/guest of honour, who is known for her multidisciplinary approach and involvement in music, content, and fashion, the event brought various sectors of the industries together for a night of community, creativity, and joyous fun.

“It’s my first collection with a brand, so I was really, really excited,” Poarch tells Wonderland. “The HUGO team are so talented and creative, and they helped me with the whole process when we were designing. It was very special and I’m so honoured to be teaming up and working with them.”

The capsule is a collection of statement styles, bold enough for Bella herself. Infused with her sense of unapologetic rebellion, the pieces demand to be seen and will put you in the right mindset all day.

HUGO x Bella Poarch is now available at flannels.com. Discover the collection here.

Take a look at the event…