In its SS 2025 global brand campaign, HUGO is revolutionizing tailoring for a new era, combining traditional style with innovations. Under the creative guidance of Trey Laird and his agency, Team Laird, and captured by photographer Dan Jackson, the campaign showcases flexible, adaptable suiting designed to meet the dynamic needs of modern consumers. This initiative will roll out in two phases, starting with Chapter 1 in the spring and summer, followed by Chapter 2 in the fall and winter seasons.
SPRING SUMMER 2025 CAMPAIGNS
Chapter 1 features a youthful protagonist moving through a series of vivid red rooms, where his attire evolves from classic and timeless to eclectic and bold, incorporating snug tank tops, chunky leather boots, vibrantly printed shirts, and tailored shorts. This style transformation is centered around The GO Suit, HUGO’s innovative approach to versatile, essential wardrobe pieces tailored for every aesthetic and occasion, showcasing a distinctly HUGO twist.
For womenswear, attention shifts to a heroine in a sleek, white three-piece suit against the same intense red backdrop. The campaign zooms in on details that make each outfit unique, like a striking belt or the cropped cut of a vest, emphasizing HUGO’s dedication to tailoring that celebrates individuality and transcends gender norms.
The campaign also highlights HUGO’s commitment to sustainability and technological innovation through the introduction of HUGO FORWARD. This new initiative is set to transform the fashion industry with cutting-edge, environmentally conscious materials and designs that keep pace with contemporary trends. HUGO FORWARD debuts with a collection of men’s suiting made from HeiQ AeoniQ™, a revolutionary cellulose yarn derived from wood pulp, offering the performance qualities of synthetic fibers with a much lower environmental impact.
These innovative pieces, including a single-breasted blazer, a casual jacket, and trousers, all in classic black, offer the versatility to be styled in numerous ways, either coordinated or mixed, for both formal and casual looks. This launch marks the introduction of the first suiting separates crafted from this sustainable material to the market, further establishing HUGO as a pioneer in the tailoring domain.
