HUGO presents its 'HUGOYourWay' campaign, a series of visuals captured by photographer Markn that lean into contemporary streetwear aesthetics. The project highlights individual styling choices through a mix of high-contrast editorial portraits and clean, studio-focused compositions.
Fashion editor Edem Dossou anchors the visual identity, styling models including Zaram Obasi, Lennon Gallagher, and Liv Walters in monochromatic patterns, layered textures, and bold accessories. Set design by Samuel Pidgen and hair and makeup by Sarah Jo Palmer and Vassilis Theotokis complete the production, which utilizes soft light and analogue film techniques to define the brand's latest creative iteration.
