RED MEANS GO
This Spring/Summer 2026, HUGO invites a new generation to move on their own terms. Red Means Go is the brand’s new campaign platform, celebrating early ambition and individuals who are still in the making:
Every day brings a new headline telling you that the dream every other generation was handed is no longer available. And yet, you still create. Red Means Go is a rallying cry for those whose ambition is still thriving in spite of it all. A celebration of early ambition, where smart tailoring and raw, fearless style is for those who go their own way.
The people we’re speaking to – the makers, creators, and instigators – all have something in common. A moment, or a person, that once made them doubt themselves. It burns in their memory. It pushes them on. It fuels their ambition. This is the “red” in Red Means Go. It’s the friction that sparks a move.
REDEFINE SUCCESS
A cast of seven international creatives embodies this energy: Berlin-based brothers and actors Aaron and Leo Altaras; Czech photographer and director Tereza Mundilová; London-based multidisciplinary artist and musician Cato; Brooklyn music curator and content creator Margeaux Labat; London curator Temitayo Famakinwa; and Ohio bedroom DJ and mashup creator Nick Cheo.
Through intimate films and candid imagery — shot in shared studios, and city streets — the cast share the doubts that once held them back, and the decisions that pushed them forward, showing what early ambition actually looks like.
Aaron & Leo Altaras
Tereza Mundilová
Cato
Margeaux Labat
Temitayo Famakinwa
This season introduces a new wardrobe for the self-made in-the-making. Sharp, retro-tinged tailoring sits alongside more relaxed pieces, with boxy double-breasted blazers, Cuban-collar shirts, geometric minis, bronzed sequins, and fluid white suiting giving menswear and womenswear a modern, metropolitan spin.
