Breaking the rules with the aim of adapting to the needs of a daring generation.
With Trey Laird at the helm and through the lens of Dan Jackson, HUGO unveils its new global campaign in two phases: the first, focused on the SS25 season, and the second to be unveiled during the autumn and winter months.
This first installment moves in a universe of contrasts where vibrant colours such as red dominate over the rest. In this scenario, a young maverick redefines the classic suit, combining impeccable cuts with daring elements such as a tight tank top, thick leather boots or even Bermuda shorts. This is the GO Suit: a radically modern approach to tailoring, but designed to suit any style and occasion.
As for the women’s offering, the cobbled-together woman is presented through sophisticated three-piece designs, equally surrounded by a backdrop of russet tones. Attention to detail underlines the versatility of the line, highlighting the adaptability of HUGO suits for all genders, celebrating self-expression and reaffirming the ‘HUGO Your Way’ motto.
With a campaign focused on the future of tailoring in terms of style and sustainability, HUGO goes one step further in its commitment to innovation and proposes HUGO FORWARD, a platform that becomes a technological design laboratory. In its first instalment, it presents three pieces made from HeiQ AeoniQ, a revolutionary fibre derived from wood pulp that matches the properties of polyester.
Visit the official website and find out all the details.
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