HUGO

Mar 2025

The HUGO Blue Summer 2025 lookbook highlights a transition toward a relaxed, contemporary streetwear aesthetic for the brand. Captured with a clean, editorial lens, the imagery leverages mottled teal and blue textured backdrops to create a consistent studio environment that emphasizes the tactile nature of the apparel. The collection focuses on layering, denim utility, and diverse silhouettes, blending casual everyday staples with modern accessories. Photographer William Arcand leads the visual direction, working closely with stylist Edem Dossou to curate a series of portraits that lean into a polished and commercial finish. Featuring hair by Jody Cuberli and makeup by Kenny Campbell, the production maintains a deliberate, behind-the-scenes atmosphere, often incorporating visible cinema equipment into the composition to anchor the session in a professional, active creative space.