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Model Mathieu Simoneau wearing a purple and blue ribbed knit sweater leaning against a surface on a white backdrop.
Four models posing together in denim jeans, jackets, and knit cardigans against a bright white studio backdrop.
Indira Scott smiling while lying on a bed of blue jeans, wearing a HUGO denim jacket, white top, and jeans.
Model wearing a black beanie, grey sweatshirt, and denim skirt leaning back on a folding chair against a white background
Woman in white fuzzy cardigan and denim jeans reclining on a blue sofa while raising her hand toward the camera
A male model wearing a denim jacket and jeans sits on a patchwork denim sofa against a plain white wall.
Model Indira Scott wearing a denim jacket and white top lying down on a textured background of layered blue denim jeans.
Model Mathieu Simoneau smiling with hands behind his head wearing a blue denim jacket on a bed of denim jeans for HUGO.
Two models wearing full denim outfits reclining on a blue carpeted floor in front of a white wall next to a wooden side table.
Model Mathieu Simoneau wearing a purple and blue ribbed knit sweater leaning against a surface on a white backdrop.
Four models posing together in denim jeans, jackets, and knit cardigans against a bright white studio backdrop.
Indira Scott smiling while lying on a bed of blue jeans, wearing a HUGO denim jacket, white top, and jeans.

HUGO W25 Denim On Denim 2025

About

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.

Brand

HUGO

Credits

Clara Balzary
Photographer
Gro Curtis
Fashion Editor/Stylist
Milan London
Art Director
Stephan Dimu
Art Director
Egon Crivillers
Hair Stylist

Industries

Designer Fashion

Styles

CommercialCleanHorizontal

Techniques

Soft Light
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