Press release
For Summer 2024, HUGO is excited to launch the global campaign for its new elevated casual collection with contemporary design. The brand and its #HUGOYourWay campaign platform continue to offer more experimental space, with the ambition to be the premium brand of choice for the social generation of changemakers, who consider creative dressing as an expression of their individuality.
The cast of HUGO’s new campaign, photographed by Stuart Winecoff, includes talent from the creative industries (Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker), supporting the brand’s growing penetration of fashion and culture globally.
The specific red in the new HUGO summer collection
The recognizable HUGO red is the unifier of the campaign. This distinctive shade appears throughout the creative content to remind viewers that pure rebellion and strong originality are part of the brand’s DNA.
The new collection is defined by modern approaches to suiting, presented in muted pastel colors and a mix of rigorous design with more fluid oversized silhouettes, in the direction of the BOSS Spring/Summer 2024 collection, which builds on design elements presented at the fashion show from Miami, where one could admire a discreet and sophisticated color palette on contemporary interpretations of some classic pieces.
Metallic pieces, items with the brand’s logo, cropped tops, and statement accessories complete the selection in recognizably avant-garde style.
To cement its connection with the social generation, HUGO will promote the new collection and campaign on social media to create buzz. Offline, window displays and in-store arrangements will focus on the brand’s signature dress code, further promoting HUGO’s bold approach for summer 2024.
The Summer 2024 collection from HUGO will be available to shop in-store and online at hugo.com from February 28, 2024.
About HUGO and HUGO BOSS
HUGO, the younger brand of HUGO BOSS, offers a platform to express an authentic fashion style. Globally involved and culturally fluent, the brand creates clothing with individuality and attitude for the unconventional; those who impose the trends, do not follow them.
In addition, the HUGO-licensed fragrances, watches, sunglasses, and children’s collections outline a youthful spirit.
HUGO BOSS is one of the top companies in the premium segment of the global clothing industry. The group offers collections in 132 countries through around 7,400 points of sale and online in 70 countries via hugoboss.com.