International fashion brand Hugo has launched a standalone flagship in Singapore.

The Ion Orchard store showcases the brand’s latest Autumn/Winter 2018 collection in a 146sqm retail space. A promotional Hugo Reversed personalised t-shirt will be available in store for a limited time.

The brand’s new expansion into the Singapore market is not expected to be aggressive, with a focus on sustainable growth and a gradual development of its casualwear line and affordable offerings.

The firm has recently merged its labels into a core Hugo Boss branding in response to increasing competition in the industry.