HUGO: HUGO SS25 Campaign
Apr 2025
The HUGO SS25 campaign captures a relaxed, youthful aesthetic centered on coastal streetwear. Photographed by Théo de Gueltzl, the imagery moves between sun-drenched beach portraits and gritty, black-and-white editorial shots. The series highlights utility-driven apparel—including striped overshirts, graphic tees, and cargo separates—set against natural backdrops of sandstone, cacti, and azure coastal walls. Art directed by Stephan Dimu with fashion styling by Stefanie Klopf, the campaign utilizes a mix of clean, warm-toned natural light and grainy analogue film techniques. Production is rounded out by makeup artist Gloria Rico, producer Daniela Echeverri, and casting directors Rubén Mármol and Monika Domarke. Featured models include Cristi Haina, Jeranimo van Russel, Louis Baines, and Meg Dmitruk.
Vertical, Editorial, Clean
Natural light
Advertising Campaign
