FASHION 89
Individuality , attitude and breaking the rules – this Spring / Summer 2023 , HUGO takes this anthem to new altitudes in the brand ’ s most daring and defiant campaign yet .
Keeping in line with its recent brand refresh , the mantra # HUGOYourWay is back and packed with new meaning and vibrancy . The SR23 campaign is a celebration of true individuals : those who go their own way , in their own unique style .
HUGO ’ s signature red is a common thread throughout the campaign . This distinct hue makes cameos across all creative content to remind viewers that raw rebellion and powerful originality are in the brand ’ s DNA .
While its mantra and coloring are familiar , an entirely new cast makes their debut this season , giving rise to a new generation . Three icons of individuality and boldness bring the Spring / Summer 2023 campaign to life . Model , actor and skateboarder Evan Mock ; singer , actress and dancer Tinashe ; and singer and TikTok creator Bella Poarch claim the spotlight while staying true to themselves and rejecting convention . They ’ re shot individually and as an ensemble by photographer Stuart Winecoff , and under the creative direction of Trey Laird and his agency Team Laird , in real-life scenes under a crisp , gray sky : a reflection of the reality of the rebel .
These three young multi-talented headliners each infuse the campaign with their own eccentricity and talent . Evan emits a spirit of playful charm , Tinashe a dash of daring defiance , and Bella a strikingly cool confidence . While their individual artistries are different , their stories , skills and style are all united by uniqueness – just like HUGO .
Not only do these campaigns stars stand out , the new Spring / Summer 2023 collection from HUGO is also showcased to shine . Contemporary , oversized denim , a sleekly reimagined logo , and layers of signature HUGO red make this season ’ s style statement . This in-your-face capsule of jeans , sweaters , hoodies and accessories for men ; and bodywear , skirts , shoes and printed trousers for women blends liberal tailoring with unapologetically unique looks .
Issue 57 2023 THE ART OF LUXURY