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·A SEAT OF THEIR OWN

Group of models in dark attire posing together against a plain light studio background for a fashion campaign.

Close-up of a person in a grey knit sweater and dark trousers being embraced by someone wearing a black coat and white cuff

Model wearing a grey tweed coat seated on a red chair with other models visible in the foreground and background

Two models in black outfits seated on a chair against a plain white seamless studio background.

Model in dark textured outerwear with a second model seated in the background wearing a grey sweater and tie against a plain backdrop

Close-up of a model wearing a grey zip cardigan, white shirt, and black tie against a light background

Group of models in contemporary designer apparel posed in a bright minimalist studio setting by photographer Alessia Gunawan.

Close-up of models wearing grey patterned coats and black knee-high boots against a plain white background

Models in tailored dark coats posing with chairs against a plain white studio background for HUGO

A seated male model wearing a grey shearling jacket and matching trousers, flanked by two other models against a plain white backdrop

Close-up portrait of a model wearing a black zipped jacket against a neutral grey background

Asian male model wearing a black coat and white shirt, seated against a plain background for HUGO

Group of models seated and standing on chairs wearing modern dark winter coats and suits against a white background.

Black man seated in a grey knit zip jacket and white shirt looking forward, with another person in foreground.

Group of models in black attire posing against a plain light background for the HUGO campaign A Seat of Their Own.

HUGO A SEAT OF THEIR OWN 2026

About

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.