London Fashion Week 2016 marked an epic moment for the crossover of the fashion scene and the tattoo community, as Maxime Buchi, founder of contemporary design brand and tattoo studio Sang Bleu, inked a ground-breaking collaboration with Hublot.
Buchi has positioned himself as a force in the fashion scene. Originally trained as a graphic designer and typographer at ECAL university of art and design, he was introduced to tattooing by legendary artist Filip Leu of The Leu Family's Family Iron. He has since gone on to set up his own brand in London: Sang Bleu, described as a multidisciplinary artistic platform, including a magazine, tattoo studio.
In an article released by Hublot, entitled Hublot Has Sang Bleu in its Veins they stated:
"As an ambassador, Maxime Buchi perfectly incarnates Hublot’s willingness to merge the arts and bring together fundamentally contrasting worlds. Dualities, opposing forces that evolve into powerful synergies. This surprising and audacious collaboration takes the form of a glass and metal sculpture created by the artist. Singular shapes spatially transpose the inspirations born from the encounter between Maxime Buchi and Hublot. Exhibited in the heart of the Sang Bleu pop-up in London, it serves as a sketch for an ambitious and innovative project that will see the light of day in April. A 'statement' watch. An experience that goes beyond tattooing."
“Passion is an engine that drives us to create and move forward. I love Maxime Buchi’s audacity, his courage as an initiator and his atypical background. He believed in his dreams and fought hard to accomplish them. He also embodies exportable Swiss innovation and talent. His tattoos evoke tradition and symbols of belonging. Behind their coded messages, they display a propensity to assert themselves, to dare to stand apart. They may fascinate or disturb, but they leave nobody indifferent. Hublot and Sang Bleu are driven by shared engines.” Jean-Claude Biver, Chairman of Hublot
“For me, the coming together of Sang Bleu and Hublot is a “match made in heaven” insofar as the two projects, in their respective domains, represent the highest level of technical and creative innovation without ever compromising the quality of their aesthetics. A feature of Sang Bleu and Hublot is the principle of “fusion”, in their manner of building bridges between materials, techniques and cultures. As a watch lover, I have always dreamed of such a collaboration, and I cannot imagine a greater opportunity to further develop my creative scope and the reach of Sang Bleu.” Maxime Buchi, Sang Bleu