HUGO Goes Blue!

The label’s newest off-shoot recruits Jasmine Jobson and more to front its latest campaign…

Fashion brands nowadays come in the form of perpetual evolution – a constant need to change with the times without jeopardising integrity, quality and ethos. One brand epitomises that; the ability to morph seamlessly, placing products and a creative outlook at the heart of each cultural offering, and that’s HUGO.   

Up to now, HUGO’s journey since its inception as an evolution from HUGO BOSS in the early nineties has been encapsulated by striking monochromatic colours in memorable red and black. The brand has since positioned itself as a pioneer of new age comfort, sitting proudly in the space between casualwear, strong silhouettes, wearable separates and denim necessities. Along with its iterations and reiterations of its clothing, HUGO has positioned itself as a cornerstone of dependable and forward-thinking clothing. 

Now, the brand has new ventures, looking towards the brighter, balmier days of summer. Cue the arrival of HUGO Blue – a further step in the brand’s offering of high-tier tailoring, streetwear and loungewear, this time in more summery shades. 

In a campaign fronted by the likes of internet heartthrob Vinnie Hacker, acting star Jasmine Jobson, and eminent rapper Reezy, HUGO Blue sees a heavier focus on the brand’s denim offering. Arriving in the form of jeans, skirts, jackets, shirts and more, HUGO is bringing whispers of the double denim trend comeback to the fore. They are pieces that already feel nostalgic, as if they could have been hanging up in your wardrobe as a constant go-to jacket or pair of jeans, still in the same crisp shape and refined silhouette. HUGO Blue delivers a range that not only breathes new life in the form of new colour into the brand, but creates a new attitude for HUGO lovers and HUGO soon-to-be-lovers globally. 


“In a world of red, a door opens to reveal a world of blue, putting forward a new perspective and a fresh space to explore,” the brand says of the campaign. Bridging realms of entertainment, the metaverse, and gaming, HUGO’s launch event on March 6 will see attendees embark on an exploration through the imagination of this new era for the brand. 

WriterRy Gavin