HUGO

Aug 2025

HUGO showcases its W25 Denim On Denim collection through a series of editorial and commercial images. The campaign highlights contemporary tailoring and streetwear through a tactile, layered approach to denim textures. Photographer Clara Balzary captures the collection under soft, even studio lighting, working alongside art directors Milan London and Stephan Dimu. The imagery features models Mathieu Simoneau, Indira Scott, and Colin Jones in relaxed, candid poses. Fashion editor and stylist Gro Curtis curates the apparel, integrating knitwear and varied denim washes against minimalist white and textured blue backdrops. Supporting the production, Egon Crivillers provides hair styling and Paco Garrigues handles makeup, with Daniela Echeverri overseeing production. The aesthetic leans into a clean, cool, and playful register, emphasising the collection’s versatile silhouettes.

Commercial, Clean, Horizontal

Soft Light

Designer Fashion

Advertising Campaign