GERMANY. Coinciding with Berlin Fashion Week, the Hugo Boss-owned avant-garde Hugo menswear brand is launching an online offensive which will include live-streaming its upcoming fashion show online.
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From 5 July 2011, Hugo designer Eyan Allen and the brand’s creative team will be blogging at http://www.hugoboss.com/de/en/blog/. They will be talking about fashion, music, architecture, art, design, events and travel destinations – straight from the world’s top cities – as well as the Hugo brand’s activities.
The blog simultaneously lays the cornerstone for the Hugo Music Project, a long-term liaison between the Hugo brand and top international bands.
The band members will be guest-posting live and blogging about their experiences, performances and discoveries, and about their joint projects with Hugo.
Swedish band Little Dragon will be kicking off the action live at the after-party for the Hugo fashion show in Berlin on 7 July 2011. The female lead singer Yukimi Nagano and her electro band will be sharing their own personal take on the event and revealing behind-the-scenes insights into the fashion show.
Thursday’s Hugo fashion show is the first of a series of specials on the new Hugo blog. Visitors from around the world will witness the two-hour show, red carpet interviews, backstage reports and an exclusive broadcast of the Little Dragon concert, streamed live directly from Berlin.
The integration of social media such as Facebook and Twitter, plus a Foursquare campaign, round off the marketing events and Hugo blog launch.
Live stream of the Hugo Fashion Show Spring/Summer 2012 in Berlin: July 7, 2011, 9:30 p.m. (CET) on www.hugoboss.com
About the Hugo menswear brand
Within the Hugo Boss portfolio, the Hugo brand stands for avant-garde fashion and presents unconventional, progressive looks that aim to express individuality and creativity. Visit www.hugoboss.com
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