HUGO: HUGO Blue Summer 2025 Lookbook

Mar 2025

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.