HUGO: HUGO Summer 2025 Lookbook

Feb 2025

The HUGO Summer 2025 lookbook presents a contemporary exploration of the brand's seasonal collection, captured with a clean, editorial aesthetic. The imagery utilizes soft, even studio lighting against neutral grey seamless backdrops to highlight the intricate textures and tailoring of the apparel, ranging from snakeskin-print midi dresses to utility-focused menswear. Photographer William Arcand and fashion stylist Gro Curtis collaborate to define the collection's minimalist visual language. Featuring a diverse cast including Lieve Auw, Limamu Mbaye, Noah Herbst, and Tinka Carleton-Smith, the project incorporates subtle structural elements like modern furniture and tactical utility harnesses to anchor the aesthetic. With grooming by hair stylist Jody Cuberli and makeup artist Kenny Campbell, the lookbook maintains a consistent commercial polish across all assets.