Hugo Martinez, a Montreal-based fashion visionary, is not just another designer/creative director chasing trends—rather, he is a creator driven by an unwavering obsession with taking risks, pushing boundaries, and defying conventional ideas of success in the fashion industry.
Montréal has long been the beating heart of Canada’s fashion scene, a city where European flair meets North American innovation. Known for its rich history as a textile hub and its vibrant underground culture, Montréal is where burgeoning talent finds its voice, and avant-garde ideas take flight.
Although medieval aesthetics have been present in the media for years, this last decade has been witnessing its revamping. Artists like Caroline Polachek or ARCA have been championing certain elements of this aesthetic for some time, and fashion powerhouses like Balenciaga gave us a more literal interpretation of it in the digital presentation of their fall 2021 collection.