The selfie: Some say it’s gone too far, others say this is only the beginning. What we do know is that the selfie is a major universal movement, and it’s not going anywhere anytime soon. The selfie’s effects have finally trickled down to fashion, as we’ve seen with Adidas and Puma. It turns out that younger consumers are choosing their branded apparel based off how the logo and design will pop in their future selfies.
Now, we’ve taken the next step, as a clothing company has launched a line designed entirely for mirror selfies.
Hugo Boss created a special collection of simple pieces that feature its branding reversed, so that it will appear correct in mirror selfies. The collection features T-shirts, sweatshirts, fanny packs, hats and leggings—mostly in black and white, but in some other color-ways, as well.
The HUGO reversed capsule collection is also launching alongside a limited edition collection of T-shirts and sweaters with customizable features at a four-day pop-up event in London. Attendees can choose to have their names printed, or any other word they deem selfie-worthy. (We vote for “Supercalifragilisticexpialidocious.”)
Hugo Boss is hoping shoppers will be incentivized by this collection to post their best selfies with the hashtag #iamHUGO.
Will the reverse logo look become mainstream? It’s certainly possible. Logomania quickly took off last year to take advantage of the Instagram generation, and we can see this look spreading to the masses. This is also a fantastic idea to borrow for your own clients’ apparel promotions, especially if they’re looking to target younger demographics. Even beyond the mirror-selfie angle, a reversed logo or wordmark on a promotional hat or T-shirt would make an interesting conversation-starter that could capture additional interest and attention.
