HUGO

Aug 2026

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.

Editorial, Vertical

Natural light

Golf

Park

Advertising Campaign