HUGO and Red Bull showcase a “denim takeover” campaign at the 2024 F1 Singapore GP

The recently concluded 2024 Formula One Singapore Grand Prix saw fashion brand HUGO carry out a multi-layered “denim takeover” campaign across the city to expand its global presence. Right from introducing a striking denim livery on the Visa Cash App RB Formula One team car, the brand followed it up with a 360-degree burnout show on a skyscraper’s rooftop. Even the Visa Cash App RB Formula One Team garage was covered in denim graphics and the entire team wore unique denim-inspired teamwear trackside. The drivers also embraced the denim theme with pre-race and race-day looks centred on the denim fabric. Alongside this, the fashion brand also announced the launch of the HUGO x RB Fall/Winter collection combining references to contemporary tailoring, modern performance wear and iconic fanwear.