26 Feb 2025
HUGO is redefining tailoring with its Spring/Summer 2025 global campaign, offering a fresh, audacious take on suiting for a new generation of fashion trailblazers. Captured through the lens of acclaimed photographer Dan Jackson and under the visionary creative direction of Trey Laird and his agency, Team Laird, the campaign shines a spotlight on flexible and infinitely adaptable suiting that breaks the mold of traditional tailoring. Spanning the entire year, this campaign unfolds in two captivating chapters, with Chapter 1 setting the tone this Spring/Summer and Chapter 2 to follow in Fall/Winter.
In the first chapter, HUGO invites audiences into a striking series of red rooms, where a youthful maverick navigates his surroundings with an effortless flair. His sharply tailored suit transforms with each step, evolving from classic sophistication to a more offbeat, inspired style. The look is completed with a snug tank top, chunky leather boots, a boldly printed short-sleeved shirt, and tailored shorts. Each ensemble embodies The GO Suit concept—HUGO’s innovative approach to building a go-to tailored wardrobe for every style and occasion, blending versatility with undeniable confidence.
HUGO’s womenswear offering is equally dynamic. A heroine dressed in a sleek white three-piece suit commands attention in the red rooms, with the camera capturing every intricate detail—a bold belt, strappy heels, and a cropped vest. This thoughtful design highlights the adaptability of HUGO’s tailoring across all genders, celebrating the individuality of the person within the suit. The campaign reinvigorates the brand’s iconic motto, “HUGO Your Way,” transforming it into a powerful statement of self-expression.
Beyond fashion, the campaign’s “go your way” philosophy underscores HUGO’s dedication to advancing a more sustainable and forward-thinking fashion industry. Introducing HUGO FORWARD—a groundbreaking platform that showcases the brand’s innovative, technology-driven approach to design. Guided by the mantra “You’ve got to keep moving to stay ahead of the game,” HUGO FORWARD paves the way for transformational exploration in fashion.
This season, HUGO FORWARD debuts its first collection of tailored pieces, crafted with HeiQ AeoniQ—a revolutionary plant-based cellulose yarn made from wood pulp. Offering the performance properties of polyester while maintaining sustainability, this collection features modular menswear suit separates, including a single-breasted blazer, a casual jacket, and trousers in timeless black. Designed for versatility, these HeiQ AeoniQ and wool-blend pieces can be worn as matched sets or mixed for a smart or casual look. As the first-ever suiting separates crafted with this innovative fiber to reach the market, HUGO solidifies its status as a true pioneer in modern tailoring.
