Dedicated followers of fashion

HUGO’s latest capsule collection is designed by their Instagram followers
By Finn Blythe | Fashion | 10 January 2019

When it comes to creating a dialogue between a brand and its loyal subjects, really observing the way they dress and listening to what they want, few can boast a better track record than HUGO, who have just launched their first community-created unisex collection.

This ear to the ground strategy began back in 2015, when HUGO launched their reverse logo series in response to the overwhelming number of mirror-selfies that saw the brand’s name reversed. The ensuing success of the collection prompted HUGO to expand their dialogue with customers further still.

Now, following an Instagram consultation that took place back in June 2018, followers were encouraged to vote on design options and preferred styles throughout the collections development process. With behind-the-scenes live-streaming from the studio and interviews with HUGO designer Bart de Backer, the initiative has set a new precedent in inclusive design, opening up direct lines of communication between the design department and its customers. The resulting capsule collection, anchored by the brand’s signature colours of black, white and red, has launched exclusively online and can be seen below.


The collection is now available at


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