The HUGO Spring/Summer 2023 campaign is a celebration of individuality, attitude, and rule-breaking. It is the boldest and most provocative campaign the brand has ever launched since its inception in 1993. The brand’s renewal is reflected in the return of the mantra #HUGOYourWay, now with a renewed energy.
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This campaign recognizes and honors unconventional men and women who like to create their own unique style and enjoy breaking the mold. The common thread throughout the campaign is HUGO’s signature red color, symbolizing the brand’s pure rebellion and originality that has been at the core of the brand from the very beginning.
Three icons of the new generation, Evan Mock (model, actor, and skater), Tinashe (singer, actress, and dancer), and Bella Poarch (singer and TikTok creator), bring the Spring/Summer 2023 campaign to life with their renewed exuberance and confidence. The campaign was shot by photographer Stuart Winecoff and creatively directed by Trey Laird.
The campaign showcases the HUGO Spring/Summer 2023 collection, including oversized washed denim pieces featuring the updated logo and a play on transparent materials. The brand’s signature red punctuates the silhouettes, helping to reveal the wearer’s personal style in everyday life.
Once again, HUGO reminds us that the brand represents more than just a platform for individual expression. It is a lifestyle that knows no bounds and encourages people to live life on their own terms.
This campaign is perfectly in line with the HUGO BOSS Group’s strategy, launched in 2021, to strengthen the brand’s global reputation. By emphasizing individuality and non-conformity, the HUGO Spring/Summer 2023 campaign continues to build upon the brand’s legacy of bold and daring fashion.
Click on this link to read this article in French version.