HUGO is changing the way people think about tailoring with its Spring/Summer 2025 Collection.
Led by creative director Trey Laird and his agency, Team Laird, and photographed by Dan Jackson, the new campaign focuses on making suits versatile and adaptable. In the first chapter, HUGO presents a young, confident character moving through a series of red rooms. His suit starts as a classic design but shifts into something more modern and unique. Paired with a fitted tank top, chunky leather boots, a short-sleeved shirt with bold prints, and suit shorts, the look represents the GO Suit.
The campaign’s “Go your way” theme also highlights HUGO’s focus on innovation and sustainability in fashion. This is seen in HUGO FORWARD, a new platform that explores the connection between technology and design. The first drop under HUGO FORWARD includes three pieces made from HeiQ AeoniQ™, a cellulose fiber made from wood pulp. These items—a blazer, casual jacket, and trousers in black—are the first of their kind, combining HeiQ AeoniQ™ with wool for a flexible wardrobe. They can be worn together or separately, offering options for both formal and casual looks.
Check it out below:
The HUGO Spring/Summer 2025 collection will be available in HUGO stores worldwide, through wholesale partners, and online at hugo.com.
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Turn the page. Breathe deep. Your pupils are already dilating. The high is coming.
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meets exhaustion.
