HUGO

Feb 2025

The HUGO Summer 2025 lookbook presents a sharp, contemporary vision of seasonal apparel, defined by a minimalist aesthetic and a neutral color palette. The collection leverages soft, even studio lighting to highlight the intricate textures of snakeskin prints, utility layering, and tailored tailoring. By pairing oversized hooded parkas and tactile chest rigs with sleek, monochromatic basics, the imagery establishes a sophisticated balance between streetwear-influenced functionality and refined silhouettes. Photographed by William Arcand and styled by Gro Curtis, the production emphasises a clean, editorial look across a series of portraits and full-length shots. The project features models Lieve Auw, Limamu Mbaye, Noah Herbst, and Tinka Carleton-Smith, with polished beauty looks provided by hair stylist Jody Cuberli and makeup artist Kenny Campbell. Casting was directed by Benedikt Verheyen and Julie Sinios, with production by Daniela Echeverri.