New collection, new line, & new campaign? HUGO just hit a hat-trick

New collection, new line, & new campaign? HUGO just hit a hat-trick

by Robyn Pullen
2 min

German-based brand HUGO, known for its elevated casual wear and contemporary tailoring, just dropped a Summer 2024 campaign featuring rapper Teezo Touchdown, lifestyle influencer Vinnie Hacker, actor Jasmine Josbson, and more in its cast. But that’s not all it’s dropping today, because the campaign doesn’t just introduce HUGO’s new collection for Summer 2024. It also revealed a brand new line, named HUGO BLUE.

Debuting this season with a range of double denim, casual streetwear, and gender-neutral styles, HUGO BLUE is HUGO’s open invitation for more experimentation within fashion. Aiming to tap into the social generation of changemakers who see how they dress as a sign of their personality, HUGO BLUE is set to be a relaxed, modern, and casual update to HUGO’s pre-existing style.

The campaign itself, entitled “#HUGOYourWay,” features a range of talents spanning the creative industries, enlisting Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker to tell the brand’s story of walking the line between fashion and culture. It features pieces from both HUGO’s Summer 2024 line and the new HUGO BLUE collection, which both drop today.

The HUGO BLUE line in particular is dominated by relaxed silhouettes and pieces you can layer, allowing for personal interpretation and styling. Denim is at its heart, appearing in the form of jeans, skirts, jackets, trenches, shirts, and shorts, paired with printed jersey staples and the bold “HUGO” logo.

Hit up HUGO’s stores and website from today to find the full HUGO and HUGO BLUE Summer 2024 collections. 

HUGO ©
HUGO ©
HUGO ©
HUGO ©
HUGO ©
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Featured image via HUGO ©

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