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Two men seated inside a white boat on coastal water wearing a HUGO baseball cap and branded shirts in black and white.
Models relaxing in and around the back of a white pickup truck parked by the ocean for the HUGO SS25 campaign.
Two models posing against a white rendered wall near a tall cactus for the HUGO SS25 campaign.
Young man in a white short-sleeve shirt and denim shorts seated on a blue metal chair outdoors against a bright blue wall.
Two male models seated outdoors on a sandy beach wearing casual shirts and denim for the HUGO SS25 campaign.
Smiling woman wearing a printed headscarf, white t-shirt, and denim skirt picking up a stone from wet sand near ocean water.
Woman with long wavy hair squatting in front of a dense green cactus garden wearing casual apparel
Model wearing a white and black Game Day soccer jersey and wired earphones outdoors by the coast for HUGO.
Model leaning against a white textured wall wearing a black HUGO ringer t-shirt and a khaki cargo skirt.
A male model wearing a white short-sleeve shirt and denim shorts stands against a bright blue wall beside a cropped companion.
Young man standing on a sandy beach leaning against rocky cliffs wearing patterned beige shirt and shorts
Model Louis Baines in a light blue striped overshirt and matching pants crouching against a sunlit rocky cliff face.
Three models sitting on the back of a parked car near the coast wearing branded t-shirts and denim jeans for the HUGO SS25 campaign.
Two men seated inside a white boat on coastal water wearing a HUGO baseball cap and branded shirts in black and white.
Models relaxing in and around the back of a white pickup truck parked by the ocean for the HUGO SS25 campaign.
Two models posing against a white rendered wall near a tall cactus for the HUGO SS25 campaign.

HUGO HUGO SS25 Campaign 2025

About

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.

Brand

HUGO

Credits

Théo de Gueltzl
Photographer
Stefanie Klopf
Fashion Editor/Stylist
Stephan Dimu
Art Director
Gloria Rico
Makeup Artist
Rubén Mármol

Styles

VerticalEditorialClean

Techniques

Natural light
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