The fitting is one of the most important dates before a fashion show. At the fitting, the final looks for the show are put together – it is all about deciding which look is going down the runway and which look is not. The creative team gathers to discuss changes and to style the looks according to their creative concept for the show.

I must say, I really liked the atmosphere at the HUGO Showroom, where the fitting for the upcoming HUGO Fashion Show took place: All pieces from the new collection hanging neatly on clothes rails, mood boards with sketches and designers swarming around handing look after look to the fitting models. Our fitting model Alina Baikova from Next Models was very patient and professional trying on countless looks. She is also going to be in the HUGO Fashion Show, so you will definitely see a familiar face in the Live Stream on July 7. Alina looked stunning in each and every piece from the collection, but as I mentioned before, the fitting is all about choosing looks that fit into the concept of the show and represent the main idea of the collection. From what I heard at the fitting, the concept for the HUGO Fashion Show Spring/Summer 2012 is a powerful and edgy look.

At this point, I cannot tell you more about the collection, but I can tell you this: Eyan Allen, the creative director of the HUGO brand, knows exactly how to dress us women for the next summer season!