HUGO INTRODUCES NEXT-LEVEL TAILORING IN SPRING/SUMMER 2025

In its Spring/Summer 2025 global brand campaign, HUGO flips the script on tailoring. Photographed by Dan Jackson under the creative direction of Trey Laird and his agency, Team Laird, the focus is on flexible, infinitely adaptable suiting. This full-year campaign will unfold in two chapters: Chapter 1 this Spring/Summer, followed by Chapter 2 in Fall/Winter.

In Chapter 1, HUGO captures a youthful maverick as he navigates a series of red rooms. The styling of his sharply cut suit evolves from classic and timeless, to offbeat and inspired, combined with a snug tank top, a chunky leather boot, a boldly printed short-sleeved shirt, and tailored shorts. His looks are inspired by the concept of The GO Suit: a new, very HUGO approach to building a go-to tailored wardrobe for every aesthetic and occasion.

In womenswear, we meet a heroine in a sleek white three-piece suit in the red rooms. The camera zooms in on the details: a bold belt, a strappy heel, the cropped cut of a vest, highlighting the adaptability of HUGO’s tailoring for all genders, and celebrating the individuality of the person inside the suit: recharging the brand’s motto, “HUGO Your Way” as a true statement for self-expression.

HUGO FORWARD’s first drop arrives this season: three tailored styles created with plant-based HeiQ AeoniQ™, a groundbreaking cellulose yarn made from wood pulp that rivals the performance properties of polyester. A modular constellation of menswear suit separates, including a single-breasted blazer, casual jacket, and trousers, all in timeless black, these HeiQ AeoniQ™ and wool-blend pieces can be worn matched or clashed, smart or casual. Further cementing HUGO’s status as a tailoring pioneer, these are the first-ever suiting separates crafted with this fiber to go to market.

The HUGO Spring/Summer 2025 collection will be available to shop in HUGO stores worldwide, from wholesale partners, and online at hugo.com.