HUGO

Aug 2023

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.

Lifestyle, Editorial

Luxury Fashion Houses, Fashion