HUGO

Jun 2024

HUGO's 'HUGOYourWay' campaign presents a series of portrait-led visuals that highlight the brand's contemporary streetwear focus. Photographed by Markn with fashion styling by Edem Dossou, the production leans into a bold aesthetic, utilizing monochromatic backgrounds and dense textures like stacked tire walls alongside vivid red backdrops to frame the collection. The project features a diverse cast including models Zaram Obasi, Lennon Gallagher, and Liv Walters. The imagery focuses on detailed styling, incorporating monogram patterns, layered sportswear, and structured accessories to define the visual direction. Production credits for the campaign include casting by Monika Domarke, set design by Samuel Pidgen, and hair and makeup artistry provided by Sarah Jo Palmer and Vassilis Theotokis, with production support from Daniela Echeverri.