HUGO

Jun 2026

The HUGO Red Fall 2026 campaign is a definitive exploration of sharp tailoring and modern material juxtaposition. Across a wide series of fashion editorial and commercial portraits, the project leans into a disciplined aesthetic, balancing clean studio lines against rich, tactile textures. Each frame is anchored by a consistent palette of neutral, mottled backdrops set against deep red floor surfaces, creating a cohesive visual identity for the season. Photographer William Arcand captures the collection with a focus on structured outerwear, satin layering, and refined accessories, utilizing soft directional lighting to emphasize the sheen and weight of the garments. The production features a diverse cast including models Liu Junyao, Babacar N'doye, and Luka Tesic, whose poses are styled with a restrained, polished composure. With casting direction by Julie Sinios and production led by Daniela Echeverri, the campaign successfully elevates everyday staples through purposeful, minimalist art direction.

Editorial, Vertical, Clean

Textured Backdrop

Advertising Campaign