Updated 02:43 pm EST, February 28, 2024

Published 11:23 pm EST, February 26, 2024

Photo Courtesy: HUGO BOSS

HUGO Summer 2024 and HUGO Blue

By Ava Svobodová

Discover the exciting Summer 2024 campaign from HUGO. Explore the latest offerings from the HUGO main line and the new arrival HUGO BLUE.

By Ava Svobodová

Updated 02:43 pm EST, February 28, 2024

Published 11:23 pm EST, February 26, 2024

Photo Courtesy: HUGO BOSS

For Summer 2024, HUGO is excited to launch the global campaign for its two brand lines, the HUGO main line and the new arrival HUGO BLUE. As announced in May 2023, HUGO BLUE will make its debut this season with a relaxed offering. With denim at the core, along with streetwear and a variety of gender-neutral styles. The main line will continue to focus on elevated casual wear and contemporary tailoring. The HUGO brand and its #HUGOYourWay campaign platform offer more room to experiment, with the ambition to be the premium brand of choice for the social generation of changemakers who consider creative ways of dressing as expressions of their individuality.

HUGO Talents

Talents from across the creative industries – Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker – make up the cast of the new campaign. They bring together the two brand lines’ stories while also representing HUGO’s position as a growing global force in fashion and culture. In the campaign content, shot by Stuart Winecoff, the brand’s color codes – iconic red and the new blue – visually embody the two sides of HUGO. In a world of red, a door opens to reveal a world of blue, putting forward a new perspective and a fresh space to explore.

HUGO BLUE

The new HUGO universe delivers more fashion and attitude – and, with the arrival of HUGO BLUE, more denim. The Summer 2024 collections showcase the depth of the brand’s offering. That means from tailoring and streetwear with the HUGO main line to denim and casual wear with HUGO BLUE.

The HUGO main-line collection is defined by modern takes on suiting. It is delivered in soft pastel hues and a mix of sharply tailored and more fluid, oversized silhouettes. Metallic pieces, logo-print separates, cropped tops, and statement accessories round off the selection in typically trailblazing style. Over at HUGO BLUE, denim is at the heart of the offering. In summary, it will be showcased in different ways – in jeans, skirts, jackets, trench coats, shirts, shorts, and more. Slouchy, printed jersey staples and bold logo details amplify the effortless vibe of the new brand line. Its color palette is fittingly themed in various shades of blue and, black and white.

A launch event in Berlin on March 6 will further amplify the impact of HUGO BLUE. By tapping into entertainment, metaverse, and gaming, it will offer an immersive experience that allows for physical and virtual self-exploration. Above all, it is a key cultural territory for the new brand line, whose target demographic is Gen Z consumers

HUGO will use social media to promote and build excitement around its new brand world. All in all, it aims to solidify its connection with the social generation. Offline, eye-catching window and in-store merchandising, will further push HUGO’s two-brand-line approach for Summer 2024.  

The Summer 2024 collections from the HUGO main line and HUGO BLUE will be available to shop in-store and online at hugo.com starting February 28, 2024.

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