HUGO's Next-Gen Tailoring

In the depths of the HUGO universe exists an enfant terrible navigating a series of Red Rooms. This is the premise for the new S/S 25 campaign photographed by Dan Jackson under the creative direction of Trey Laird. However these Red Rooms aren’t a thing of H.G Wells’ namesake horror but an extension of the world of BOSS. There's no malevolence here. Suits are chill and so is the guy wearing them.

Deeper in The Red Rooms, sharp tailoring morphs into something offbeat as the protagonist loosens up. Inspired by the GO suit, his look highlights HUGO’s relaxed approach of a go-to tailored wardrobe. There in the depths waits the heroine, dressed in a white three-piece with an attention-grabbing belt. Together they epitomise the HUGO wearer’s desire for independence, or as they say, ‘HUGO your way.’

This campaign coincides with the launch of HUGO FORWARD suits, made from plant-based HeiQ AeoniQ,™ a kind of wood pulp. As the brand works towards the goal of eliminating polyester and nylon from their products by 2030, three tailored styles are debuting in a casual jacket, trousers, and single-breasted blazer. Despite the move to relaxed tailoring, practicality is of utmost importance in the HUGO world. In aid of HUGO’s mission to combat microplastics, pieces are blended with wool to ensure they’re not only warm but comfortable.

Should you like to meet the protagonist of the S/S 25 campaign, HUGO is creating a talking, moving hologram for the Milan store. Model Jean Carlo León will float in the window, enticing potential customers with his chiselled jaw and eco-nonachalant HUGO suiting. Just don't read the H.G. Wells prequel.