HUGO

HUGO, RB · by Slawn

HUGO · HUGOYourWay

HUGO presents its 'HUGOYourWay' campaign, a series of visuals captured by photographer Markn that lean into contemporary streetwear aesthetics. The project highlights individual styling choices through a mix of high-contrast editorial portraits and clean, studio-focused compositions. Fashion editor Edem Dossou anchors the visual identity, styling models including Zaram Obasi, Lennon Gallagher, and Liv Walters in monochromatic patterns, layered textures, and bold accessories. Set design by Samuel Pidgen and hair and makeup by Sarah Jo Palmer and Vassilis Theotokis complete the production, which utilizes soft light and analogue film techniques to define the brand's latest creative iteration.

HUGO · HUGO Spring 2025 Lookbook

The HUGO Spring 2025 lookbook presents a sharp, minimalist vision of contemporary tailoring and streetwear. Shot by photographer William Arcand with fashion styling by Gro Curtis, the project leans into a high-contrast aesthetic, pairing clean, neutral studio backdrops with a bold, saturated red floor plane. This visual foundation creates a consistent, polished framework that highlights the structured silhouettes and varied textures of the collection. The editorial narrative features models including Ellis Ahn and Hollow Touete, styled in a mix of oversized bomber jackets, tailored suiting, and graphic-printed layers. With makeup by Kenny Campbell, the imagery utilizes soft, diffused lighting to emphasize clean lines, metallic accents, and the precise cuts of the seasonal wardrobe. The project emphasises a refined, editorial approach to commercial fashion photography.

HUGO · HUGO SS25 Campaign

The HUGO SS25 campaign captures a relaxed, youthful aesthetic centered on coastal streetwear. Photographed by Théo de Gueltzl, the imagery moves between sun-drenched beach portraits and gritty, black-and-white editorial shots. The series highlights utility-driven apparel—including striped overshirts, graphic tees, and cargo separates—set against natural backdrops of sandstone, cacti, and azure coastal walls. Art directed by Stephan Dimu with fashion styling by Stefanie Klopf, the campaign utilizes a mix of clean, warm-toned natural light and grainy analogue film techniques. Production is rounded out by makeup artist Gloria Rico, producer Daniela Echeverri, and casting directors Rubén Mármol and Monika Domarke. Featured models include Cristi Haina, Jeranimo van Russel, Louis Baines, and Meg Dmitruk.

HUGO · HUGO Blue Summer 2025 Lookbook

The HUGO Blue Summer 2025 lookbook presents a definitive exploration of contemporary streetwear, capturing a relaxed yet highly art-directed energy. Shot by photographer William Arcand, the series leans into a polished, commercial aesthetic defined by soft, directional lighting and rich, mottled teal and blue textured backdrops. The collection highlights the utility of layered denim, oversized silhouettes, and graphic accents, with a focus on tactile fabric combinations that bridge the gap between casual comfort and modern apparel design. Fashion styling by Edem Dossou anchors the project, incorporating accessories that enhance the streetwear-focused narrative. The production, managed by Daniela Echeverri, frequently utilizes an editorial framing that includes glimpses of professional cinema equipment, lending an authentic, behind-the-scenes atmosphere to the portraits. Hair by Jody Cuberli and makeup by Kenny Campbell ensure a clean, cohesive look across the diverse cast, which includes models Bianca Martinello, Cristi Haina, Elias Monstrey, Malik Derdak, Marnix Eyckmans, and Morgan Porter.

HUGO · HUGO Office WI25

The HUGO Office WI25 campaign presents a sharp, modern take on professional attire, blending structured tailoring with minimalist corporate environments. Photographed by Clara Balzary with art direction by Stephan Dimu, the series leans into clean lines and deliberate geometry, using saturated red accents and neutral studio backdrops to highlight the seasonal collection. The imagery employs soft, natural light and a mix of horizontal and vertical framing to emphasize the textures of burgundy, black, and grey suits. With production by Daniela Echeverri, the campaign features models including Indira Scott and Mathieu Simoneau, whose styling is completed by hair artist Egon Crivillers and makeup artist Paco Garrigues. The aesthetic maintains a clinical, editorial polish, utilizing both minimal studio settings and architectural office details to ground the fashion in a professional context.

HUGO · W25 Denim On Denim

HUGO’s W25 Denim On Denim campaign explores contemporary streetwear through a lens of relaxed tailoring and layered textile focus. Photographed by Clara Balzary with fashion styling by Gro Curtis, the series employs soft studio lighting to emphasize the rich indigo tones and tactile qualities of the denim collection. The project features models Colin Jones, Indira Scott, and Mathieu Simoneau in a range of editorial and lifestyle compositions. Art direction by Milan London and Stephan Dimu bridges the gap between commercial clarity and a candid, high-energy aesthetic, supported by hair styling from Egon Crivillers and makeup by Paco Garrigues. Produced by Daniela Echeverri, the campaign utilizes a clean, minimalist visual language. By layering denim garments against textured backdrops, the imagery leans into a playful, approachable sensibility.