In its global Spring/Summer 2025 brand campaign, HUGO is changing the script when it comes to patterns. Shot by Dan Jackson under the creative direction of Trey Laird and his agency, Team Laird, the focus is on flexible and infinitely adaptable suits. This year-long campaign will unfold in two chapters: Chapter 1 during this Spring/Summer, followed by Chapter 2 in the Fall/Winter season.
In Chapter 1, HUGO captures a young nonconformist navigating through a series of red rooms. The style of his tailored suit evolves from classic and timeless to unconventional and inspired, paired with a fitted tank top, chunky leather boots, a short-sleeved shirt with a bold print, and tailored shorts. His outfits are inspired by the GO suit concept – HUGO’s fresh take on building a sophisticated wardrobe suited to every aesthetic and occasion.
In womenswear, we meet a heroine in an elegant three-piece white suit moving through the red rooms. The camera focuses on details: a bold belt, strappy heels, the cropped cut of a vest – highlighting the adaptability of HUGO tailoring for all genders, and celebrating the individuality of the person within the suit, reinforcing the brand’s motto, “HUGO Your Way,” as a true statement of self-expression.
The campaign’s “go your way” narrative also emphasizes the brand’s commitment to a better fashion industry. This is where HUGO FORWARD comes in – a new platform that showcases HUGO’s innovative, technology-based approach to design. HUGO FORWARD pieces will pave the way for transformative exploration, following the mantra: “You have to keep going forward to stay one step ahead.”
The first HUGO FORWARD release of the season: three tailored styles created with HeiQ AeoniQ plant-based cellulose yarn – an innovative cellulose fiber made from wood pulp, offering performance comparable to polyester. A modular constellation of men’s garments, including a single-breasted blazer, a casual jacket, and trousers, all in timeless black. These HeiQ AeoniQ and wool-blend pieces can be worn matched or contrasted, dressed up or down. Further reinforcing HUGO’s status as a pioneer of sharp tailoring, these are the first garments ever launched on the market made with this fiber.
On social media, HUGO will generate buzz around the campaign by collaborating with content creators who embody adaptability and authentic personal style. Offline, an interactive hologram will tell the story of the campaign in the HUGO store window in Milan, featuring a moving and voiced holographic representation of the campaign star, Jean Carlo León, wearing key looks. Globally, eye-catching in-store and window merchandising will promote the brand’s authentic and expressive approach to tailored style.
The HUGO Spring/Summer 2025 collection will be available in HUGO stores worldwide, at partner retailers, and online at hugo.com.
