Not content with merely participating in F1's latest Grand Prix, Hugo Boss' HUGO imprint made a bold statement in the city of Miami, realizing the metropolis' essence through a series of landmark moments.
First, HUGO transformed UNKNWN into the HUGO Garage, which quickly became the epicenter of Wynnwood. Then, embracing Miami's party spirit, Hugo hosted a memorable Boileroom set. Finally, the brand's connection with the locals was evident as it brought out Florida-based artists to perform.
A weekend to remember for sure.
F1 Miami, now the second youngest race on the F1 calendar, is a testament to the sport's evolving landscape. Brands, including HUGO , are finding their place on the starting grid, injecting fresh energy into the race.
"Right now F1 is really at the vanguard of a new era of sports entertainment," Nadia Kokni, Hugo Boss's SVP of Global Marketing, tells Highsnobiety. "We see HUGO's presence in the sport as a key part of our strategy to connect to audiences across the world in an innovative & distinct way, it's part of the pillars that make up our cultural presence as brand."
The influence of Lewis Hamilton on the integration of fashion within F1 is undeniable.
"We can see the fashion trend picking up across the Paddock, and Lewis has played a significant role in this," Kokni points out. "He's the leader of the pack, and we are proud to be associated with him and his fashion-forward approach."
But Lewis will soon have some friendly competition, she says.
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"With our two VCARB drivers, Daniel Ricciardo and Yuki Tsunoda, we have two great individuals that have their own unique style. It's great for HUGO as they each choose the looks, styles & outfits that express their mood and personality!"
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The motorsport merch trend has been a thing for a while now and it's clear that brands are figuring out ways to participate.
HUGO knew what it was doing: it offered guests a solid selection of boxy oversized tees, jackets, and even collaborative Alpinestars racing suits.
The notable thing here is the talent and influencers who attended these events and brought their trademark personal style with them. With Wuzg00d, Gabriette, and even Swae Lee in the mix, it's clear that Hugo is investing in young talent to propel itself further — and it's working.
Hugo's presence was also felt across the paddock, too. Multiple teams were outfitted with Hugo footwear, and of course, the actual team was outfitted in red, white, and blue with HUGO across the back and legs—by far the best kit on the grid.
This was followed up by a top-ten finish from Yuki, securing more points for the team while the HUGO GARAGE held it down off-grid.
