HUGO and singer Liam Payne for a new sustainable collection: the colors of the earth to respect people and the planet
As many studies show, a new consumer target is born: men and women of all ages – with the youngest at the lead – who love luxury and always choose high-end clothing products for their outfits, but who also research the product’s history before buying.
Not just superior quality and boutiques when looking for the best outfit for every occasion, but a great determination to respect the planet and find out more about the chosen brand’s projects to create pieces of clothing or accessories in a sustainable way. More mindful consumers who are also more attentive to sustainability in various forms: respecting the environment, reducing pollution and using natural materials, as well as supporting projects that protect the human rights of workers producing such materials.
In this new trend, eco-friendly consumers are willing to spend more for sustainable products, and to “change brands” when comparing products to privilege those backed by sustainability projects.
This new trend could not certainly go unnoticed from top luxury fashion brands. For the third time, newly-launched HUGO has collaborated with singer Liam Payne on a new collection that features unisex pieces including sweatshirts, T-shirts, shirt dresses, polo shirts and relaxed-fit trousers, all coming in earth-inspired tones.
From khaki to clay, from burnt brown to beige and off white, the collection’s color palette symbolizes the project’s mission – joining the new trend of sustainable fashion.
HUGO and Liam Payne turned the spotlight on “Cotton Made in Africa”, an initiative aiming to improve the living conditions of African cotton farmers and their families while implementing environment-friendly cotton farming techniques.