HUGO: W25 Denim On Denim

Aug 2025

HUGO’s W25 Denim On Denim campaign explores contemporary streetwear through a lens of relaxed tailoring and layered textile focus. Photographed by Clara Balzary with fashion styling by Gro Curtis, the series employs soft studio lighting to emphasize the rich indigo tones and tactile qualities of the denim collection. The project features models Colin Jones, Indira Scott, and Mathieu Simoneau in a range of editorial and lifestyle compositions. Art direction by Milan London and Stephan Dimu bridges the gap between commercial clarity and a candid, high-energy aesthetic, supported by hair styling from Egon Crivillers and makeup by Paco Garrigues. Produced by Daniela Echeverri, the campaign utilizes a clean, minimalist visual language. By layering denim garments against textured backdrops, the imagery leans into a playful, approachable sensibility.

Commercial, Clean, Horizontal

Soft Light

Advertising Campaign