Our Bold and
New HUGO World

This summer, HUGO presents a new world as it expands its offerings with two lines.

HUGO BLUE is joining the iconic HUGO main line with a relaxed and inclusive collection, featuring denim, streetwear, and a diverse range of gender-neutral styles. The main line continues to focus on elevated casual wear and contemporary tailoring.

An extraordinary cast of talents from various creative industries come together to represent both brand lines. Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker embody HUGO's influence in the world of fashion and popular culture.

The campaign visuals feature the brand's iconic red and the new blue color codes, symbolizing and cementing the two sides of HUGO.


This season, HUGO delivers more fashion, more attitude, and with the arrival of HUGO BLUE, more denim. The main line offers a modern take on suiting, showcasing a mix of tailored and oversized silhouettes. The selection is complemented by metallic pieces, logo-print separates, cropped tops, and statement accessories, in the brand’s signature trailblazing style.

HUGO BLUE puts denim in the spotlight, presenting a range of wardrobe essentials like jeans, skirts, jackets, shorts, and much more. The collection is elevated with slouchy printed jersey staples and bold logo details, capturing the effortless vibe of the brand. The color palette features shades of blue, black, and white, perfectly rounding off the HUGO BLUE aesthetic.


An immersive event in Berlin will celebrate the launch of HUGO BLUE on March 6. The physical and virtual realms blend together in a unique experience that combines elements of entertainment, the metaverse, and gaming, that caters to the brand's Gen Z target audience.

Social media platforms will also be leveraged to promote and generate excitement around this new brand world. Our distinctive style codes will be showcased through eye-catching window displays and in-store merchandising, emphasizing our bold two-brand-line approach for Summer 2024, and familiarizing our consumers with the latest addition to the HUGO World.



Read the press release here.


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