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. Together they perfectly capture the spirit of #HUGOYourWay.


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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