Today sees a significant day in the history of HUGO, not only the launch of their latest FW18 Reverse capsule collection but housed within their very first UK store, which opens its doors for the first time today in Westfield’s London, White City.

The capsule collection is HUGO’s response to the ubiquitous mirror selfie and the number of inverse HUGO logos that were flooding Instagram. “Back in 2015, we noticed that the HUGO logo was appearing backwards in social media posts that we were tagged in – a symptom of all those mirror selfies,” said the brand. “We saw the way the collections were being styled and actually appearing across social media, and adapted accordingly.” The new range offers a wearable line-up of unisex t-shirts, sweatshirts, track pants and accessories.

Worn here by Anwar Hadid, the collection boasts a trainer, boot and slider all adorned with the reversed logo, while a backpack and utility shoulder bag make up the accessories. We recommend you try them all on for size at HUGO’s brand new Westfield space and baptise each garment with some unashamed mirror selfie action. Just don’t forget to use the #HUGOreversed hashtag, otherwise people will just think you’ve got it on back to front.

The new HUGO store is now open at Westfield’s London, White City.