HUGO left its mark on the Formula 1 Singapore Grand Prix 2024. The renowned menswear brand transformed the iconic event with a bold denim-themed takeover that seamlessly blended style and sport.
The brand unveiled a striking denim livery for the Visa Cash App RB Formula 1 Team car. The week-long celebration kicked off with a digital teaser campaign featuring eye-catching CGI content that hinted at the spectacle to come. Social media channels buzzed with anticipation as HUGO revealed glimpses of its ambitious plans, including a giant denim installation draped over a Singapore skyscraper.
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As race day approached, HUGO’s presence became increasingly visible throughout the city. The brand’s denim-inspired designs adorned not only the race car, but also the team’s garage and trackside apparel. Further emphasizing HUGO’s influence on the event’s aesthetic, the drivers wore specially designed denim looks.
The culmination of HUGO’s efforts was the physical unveiling of the denim-clad F1 car at the Singapore Grand Prix. The unique livery stood out among the sleek machines on the track, serving as a bold statement of HUGO’s innovative spirit and connection to racing culture.
HUGO extended its reach into the digital space with the announcement of HUGO FASTER, a virtual racing experience to be launched on the brand’s Roblox platform, PLANET HUGO.
HUGO’s involvement in the 2024 Formula 1 Singapore Grand Prix is a prime example of how fashion brands can successfully integrate themselves into major sporting events. By leveraging its design expertise and embracing digital innovation, HUGO has created a memorable experience that resonates with both racing enthusiasts and fashion lovers.
