Collab collections with globally recognised characters are hugely important come the festive season and Hugo Boss’s Hugo label has linked up with Warner Bros Discovery Global Consumer Products (WBDGCP) for the launch of a new Hugo x Gremlins capsule.
The fashion firm said that after the original film gained worldwide popularity in the eighties via its cuddly Mogwai protagonist Gizmo, it’s been “considered an iconic holiday movie — making the full selection a perfect gifting idea for the winter season”.
The “small, yet smart capsule collection” is made up of two sleek, premium T-shirts, a pullover hoodie, and a baseball cap — all of which are crafted in black and feature prints of the film’s creatures. Some of the designs play with the Hugo logo “in a cheerful, cheeky way”.
Hugo Boss added that the collection “is rooted in the current trend of nostalgia, striking chords of synchronicity between fashion and pop culture. It offers the Hugo community a new medium for connection and self-expression, in line with the brand’s ethos of originality, eccentricity, and individualism”.
Small the offer may be but it’s clearly a big deal as it comes with supporting campaign with “a series of highly entertaining video clips set in a movie theatre, complemented by curated still images featuring models wearing the fun-infused styles — all of which will be rolled out on the brand’s social media and e-commerce channels”.
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