Hugo unveils campaign for new Blue line and wider seasonal offer

The previously flagged Hugo Blue collection launches on Wednesday with debut day also seeing the new global main line campaign for summer 2024.

The completely new line from one of the two key Hugo Boss brands focuses heavily on denim, although the campaign isn’t just about that material as it’s also mixed in with the global campaign for the Hugo main line.

The Blue offer — which was initially announced in May 2023 — has denim at the core and also a streetwear edge, in a variety of gender-neutral styles. Meanwhile the main line will continue to focus on “elevated casualwear” and contemporary tailoring. 

Both the totally new and new-seasonal collections come as the company uses its #HUGOYourWay campaign platform as a way to experiment, “with the ambition to be the premium brand of choice for the social generation of change-makers who consider creative ways of dressing as expressions of their individuality”.

So what does the new campaign look like? It stars “talents from across the creative industries”, such as Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker.

We’re told they “bring together the two brand lines’ stories while also representing Hugo’s position as a growing global force in fashion and culture”.

The campaign was shot by Stuart Winecoff and the imagery sees the brands’ colour codes – “iconic red and the new blue” – visually embodying “the two sides of Hugo”. 

The company said: “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.” 

It all delivers “more fashion, more attitude – and, with the arrival of Hugo Blue, more denim”.

There will be a launch event in Berlin on 6 March, “tapping into the worlds of entertainment, the metaverse, and gaming – key cultural territory for the new brand line, whose target demographic is Gen Z consumers”. The event “will offer an immersive experience that allows for physical and virtual self-exploration”.

And Hugo will be very active on social media to “promote and build excitement around its new brand world”, while offline, “eye-catching window and in-store merchandising, focused on the brand’s distinctive style codes, will further push Hugo’s bold, two-brand-line approach for Summer 2024”.