HUGO
Featured HUGO projects
This week's top HUGO projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
HUGO, RB · by Slawn
This documentary portrait of artist Slawn follows his creative process within a studio environment, highlighting the development of his large-scale work through live-action technique. The production leans into a clean, minimalist aesthetic, utilising a seamless white backdrop to frame the artist's focus on bold, aerosol-applied linework. Captured through a blend of wide-angle studio shots and tight overhead perspectives, the piece incorporates red-framed inserts to punctuate the narrative flow. Produced by Slawn for HUGO and RB, the project features post-production and VFX by Misgena Mgmt, with music and sound design provided by El Camino Helsinki and production services by Made To Order.
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.
Project 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.
Project 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.
Project 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.
Project 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.
Project 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.
Project HUGO · A SEAT OF THEIR OWN
A Seat of Their Own is a fashion campaign for HUGO that explores contemporary tailoring through a series of interconnected, sculptural portraits. The work leans into a minimalist aesthetic, utilizing neutral studio backgrounds to foreground the tactile quality of wool, leather, and knitwear. Photographer Alessia Gunawan and director Matei Octav employ directional lighting to accentuate the sharp lines and silhouettes of the seasonal outerwear. The project prioritizes a sense of physical closeness and fluid movement, with a cast including Em Verleun, Huang Shixin, Joel Ortiz, Laura Helene Christensen, Mohammed Banze, and Onyinyechi Chijioke. Art direction by John Yonatan Jacoby and Theresa Baena ensures a polished visual register, supported by fashion styling from Teanne Vickers, hair and makeup by Manuela Pane, movement direction by Leonardo D'Aquino, and production by Daniela Echeverri.
Project HUGO · GOLF
HUGO bridges the gap between technical sportswear and classic runway aesthetics with its GOLF campaign. Directed and photographed by Gus&Lo, the series leans into a cinematic, editorial register, utilizing the expansive, rolling fairways of a professional course to frame the collection's contemporary silhouettes. Soft, natural lighting and desaturated color palettes underscore the versatility of the apparel, from quilted puffer vests to technical knitwear. The project features models Emmy Rappe, Julia Jamin, and Pau Ramis, captured against a backdrop of sweeping hills, tranquil lakes, and mountainous horizons. The imagery emphasizes textile detail and tactile textures, utilizing a clean, minimalist approach to showcase both the functionality of the golf gear and the broader HUGO lifestyle. The collaboration blends architectural apparel lines with organic outdoor landscapes.
Project HUGO · BLUE WINTER 26
The HUGO BLUE WINTER 26 campaign masterfully navigates the intersection of urban streetwear and refined seasonal layering, defining a modern aesthetic that feels both futuristic and distinctly accessible. Through a series of sharp, studio-based editorial compositions, the collection leans into a palette of deep blacks, metallic silvers, and rich textures, centered around voluminous puffer jackets and structured accessories. Photographer William Arcand captures the essence of the collection with a versatile lighting approach, oscillating between high-key, clean minimalism and moody, hard-light setups that emphasize the tactile quality of suede, leather, and synthetic materials. By placing models against a neutral grey seamless background, the focus remains squarely on the interplay of silhouettes—from the glossy sheen of oversized outerwear to the raw, layered appeal of denim and faux fur. This commercial project is further defined by its deliberate styling, which balances casual elements like baseball caps and flannel shirts with high-impact branded details. With production led by Daniela Echeverri and meticulous casting by Julie Sinios, the imagery channel a contemporary energy that speaks to the identity of the HUGO label. The campaign serves as a polished exploration of winter fashion, utilizing flash photography to freeze the dynamism of the clothing while maintaining an editorial sensibility that elevates the everyday wardrobe to something more striking and intentionally crafted for the modern consumer.
Project HUGO · RED FALL 2026
The HUGO Red Fall 2026 campaign is a definitive exploration of sharp tailoring and modern material juxtaposition. Across a wide series of fashion editorial and commercial portraits, the project leans into a disciplined aesthetic, balancing clean studio lines against rich, tactile textures. Each frame is anchored by a consistent palette of neutral, mottled backdrops set against deep red floor surfaces, creating a cohesive visual identity for the season. Photographer William Arcand captures the collection with a focus on structured outerwear, satin layering, and refined accessories, utilizing soft directional lighting to emphasize the sheen and weight of the garments. The production features a diverse cast including models Liu Junyao, Babacar N'doye, and Luka Tesic, whose poses are styled with a restrained, polished composure. With casting direction by Julie Sinios and production led by Daniela Echeverri, the campaign successfully elevates everyday staples through purposeful, minimalist art direction.
Project HUGO · Fall 2023 Ad Campaign
The HUGO Fall 2023 ad campaign marks a decisive evolution for the luxury fashion house, leaning into a bold, youth-centric aesthetic that bridges the gap between high-end editorial photography and contemporary streetwear culture. Under the artistic direction of Trey Laird and the vision of Agency Team Laird, the campaign discards traditional formality in favor of raw, visceral energy. Photographer Stuart Winecoff expertly captures this shift, utilizing sharp studio strobe lighting and tight, high-contrast compositions to emphasize the tactile quality of the collection, from rich leather jackets to oversized branded activewear. The visual identity of the project is defined by a striking, monochromatic red backdrop that provides a volcanic intensity to the portraits, allowing the diverse talent—including Bella Poarch, Chase Hudson, and Chiara Hovland—to command the frame with unflinching confidence. By oscillating between intimate portraiture and ensemble lifestyle shots, the series feels both curated and chaotic, channeling a sense of modern rebellion. The integration of experimental fisheye lenses and natural light segments adds a layer of depth, ensuring the imagery transcends standard commercial lookbooks. This campaign is a masterclass in modern brand positioning, proving that HUGO can maintain its luxury heritage while fully embracing an edgy, authentic, and fast-paced visual language that resonates deeply with a digitally native audience looking for high-fashion grit.
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