Hugo links with Nightmare Before Christmas; Hugo Boss rolls out loyalty programme to France, Germany

In time for Halloween and the festive season, the Hugo brand has announced the launch of Hugo x Disney Tim Burton’s The Nightmare Before Christmas, described as “a bold capsule that celebrates Tim Burton and Disney’s stop-motion cinema classic”.

Main character Jack Skellington is featured on jersey and knit pieces with relaxed silhouettes – including sweatshirts, T-shirts, hoodies, and day-to-night pyjamas – along with socks, a pair of sneakers, a beanie, a scarf, and a tie. 

There are bold prints and jacquard knits in a rich colour palette dominated by black, interspersed with flourishes of red, purple, and white.

Hugo Boss said the link-up — which launches on 16 October — resonates with the brand’s core mantra, “Hugo Your Way, as its storyline champions self-discovery and the importance of staying true to oneself”.

The company has also launched a campaign “filled with maverick energy and surreal visuals, bridging the worlds” of the brand and the movie.

The imagery and video content will be shared on the label’s social media and e-commerce channels.

The launch comes at the same time as parent company Hugo Boss has widened the availability of its new loyalty programme, Hugo Boss XP, to Germany and France. It follows the “successful” UK launch in May.

The programme integrates into the firm’s app, “combining traditional loyalty features like levels and points with innovative Web3 elements, enhancing a personalised omnichannel experience for members”. 

Participating customers can collect and redeem tokens (NFTs) through purchases and interactions across various channels and with both the Hugo and Boss brands. These tokens unlock exclusive products, unique brand experiences and special offers from the labels or from sponsoring and cooperation partners.