HUGO Global Campaign Fall/Winter 2022
HUGO Global Campaign Fall/Winter 2022

Embracing the digital world: #HUGOYourWay

HUGO, the youthful brand that targets Gen Z style mavericks, is continuing its journey as a platform for self-expression. With the launch of its Fall/Winter 2022 campaign that follows on the heels of its recent and successful brand refresh, it makes a strong call to action, once again, for consumers to #HUGOYourWay. The memorable mantra is a rallying call for self-expression, empowering individuals to create their own look and stay true to themselves.

The campaign features youth icons from the entertainment industry: Korean-American rapper Big Matthew and Guyanese-American rapper SAINt JHN – both of whom have already been introduced as HUGO brand ambassadors in January. This time, they are also joined by American model and singer Selah Marley. Together they perfectly capture the spirit of #HUGOYourWay.


Selah Marley

Big Matthew

After HUGO’s impressive growth on TikTok, its digital Fall/Winter 2022 campaign is all set to create more ripples on social media, as it explores new ways to connect with its young fan-base. These include collaborations with some of the world’s most cutting-edge content-creators, united by the ubiquitous #HUGOYourWay. 

This season’s campaign presents a new dimension of HUGO to customers around the world. The campaign also teases the brand’s exciting new denim range and power-packed collaborations. The brand’s iconic red, white, and black colors are reinforced this season, which also introduces the new all-over HUGO monogram emblazoned across garment categories from sweatshirts to footwear.

Further Information

To the press release

Read the press release here.


Our Fall/Winter 2022 BOSS campaign explores these pillars of empowerment, as it delves deeper into what it means to be your own BOSS while partnering with a group of the world’s most influential stars.

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