HUGO explores the lines between East and West, modernity and tradition, and respect and rebellion for its SS21 collection. HUGO, HUGO BOSS’ “younger brother”, aims to create clothing for a younger audience, inspired by subcultural communities and movements. HUGO, though, still maintains the brand’s signature high-quality tailoring. 

The SS21 collection, named “Borderless”, is inspired by the urban youth culture from Berlin to Tokyo. It includes both menswear and womenswear which re-imagines the meaning and use of tailoring in a creative manner. Tracksuits, bold cuts and bright colours, decorated with the iconic HUGO logo, were at the heart of this collection. The collection also offers an array of vibrant suits, t-shirts and shorts.

HUGO enlisted Jun Matsui, a Japanese-Brazilian tattoo artist, and Shin Rei, a Japanese Calligraphy artist, to produce the graphics seen in the collection, adding to this sense of a  “culture clash”. 

The collection was shot by photographer Oliver Hadlee Pearch in various rural and urban locations, again, merging two opposites to create a geographical ambiguous feel. The cast was made up of seven up-and-coming international models, bringing together youth from all parts of the world.

Richard Pang, Global Head of Creative Content and Art Direction for HUGO, states, “The idea was to create a borderless world”. He goes on to say “We wanted to push cultural boundaries in a way that speaks to our global community”.

You can now scoop the SS21 collection at HUGO stores globally and at hugo.com.

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