HUGO and Zalando Have Got Paris’ Laundry Covered
The shiny red garment bags have been hard to miss in Paris. They’ve been spotted speeding about the city streets, slung over people’s shoulders, and hanging outside one particular dry cleaner. For three days only, HUGO and Zalando took their Red Means Go mantra to the French capital. Opening up a very stylish dry cleaner in the 11th arrondissement, they offered complimentary dry cleaning to the city’s movers and shakers during one of the busiest weeks of the year. A small way to take a load off their shoulders, so they can keep things turning. Guests were also invited to a secret party at the back of the store, because ticking laundry off the to-do list is always a cause for celebration.
Filling Paris with flashes of red with black lettering, the bags read out, "You have potential, but…” and “It’s not exactly a career”, capturing the internal friction and determination of a generation that refuses to stop. Dropping off their garments, guests stepped through red tinted windows into a dry cleaners unlike any other: buttoned up in bags and hanging from rails was HUGO’s Fall/Winter 2026 collection.
The pieces moved between sharp tailoring and soft, tactile textures. Familiar silhouettes were disrupted with an unexpected fabric or a raw edge. A women's structured black jacket was embellished with a spray of rhinestones, and a men's brown Nappa leather jacket was finished with the collar and chest pockets of a shirt. A women's deep v-neck sweater came with an attached scarf, handy for someone who always leaves in a hurry. '90s in spirit and modern in attitude, it's a wardrobe that blurs workwear, formal wear and cosy winter layers, designed to adapt to people who move fast.
On Thursday night, when guests arrived to collect their dry cleaning just in time for the weekend, they were led to a secret space at the back of a store. The Hidden Bar glowed with deep red light, creating an intimate speakeasy atmosphere, where secrets could be shared in confidence. Guests shook off the stress of the day by dancing to the eclectic sounds of Paris-based DJ Naomi Clément, whose sets blend hip-hop, R&B and Afro-Caribbean rhythms with percussive bass-driven sounds.
In attendance were all the people who keep fashion moving. The stylists, buyers, brand founders, and fashion commentators working feverishly behind the scenes at shows were there to let their hair down. Rubbing shoulders with them were innovators from the music and culture world, like German model and digital creative Lena, and German rapper Badchieff. HUGO and Zalando Brand Ambassadors Lara Bußmann, Minh, Yěn, and Bao Tran joined them in celebrating the fact that, even when life is non-stop, there’s never an excuse for wrinkled clothing.
The HUGO Fall/Winter 2026 pieces are now available on Zalando.
