The new HUGO collection celebrates the authenticity of a new generation of rebels

Is Spring/Summer 23 HUGO – the youngest of the HUGO BOSS brands – is ready to take individuality, attitude and rebellion to new heights with the most daring and defiant campaign in the brand’s history, all under the motto #HUGOYourWay full of new meanings that celebrate true individuals, that is, those who create their own path in their own style.

Spring/Summer 23 by HUGO

The firm maintains its recently updated line and colors, but presents us with a completely different cast as protagonists of this new campaign, giving rise to a new generation.

Photographs: HUGO

The three icons of individuality that bring Spring/Summer 23 to life are the model, actor and skateboarder. Evan Macksinger, actress and dancer tinashe; and singer and TikTok creator, Bella Poarch.

Shot by the photographer Stuart Winecoff, and under the creative direction of Trey Laird and his agency Team Laird, we see them in real life scenes under a crisp gray sky that reflects the rebellious reality, but at the same time shows us how each one stays true to himself and They reject the conventional.

According to the firm, each young person injects their own eccentricity and talent into the campaign.

evan she exudes a spirit of playful charm, Tinashe a hint of daring defiance, and Bella a surprisingly cool confidence. And while her individual arts are different, they are united by the uniqueness and now the style of HUGO.


The main star of the campaign, however, is the new collection, featuring contemporary, oversized denim, an elegantly reinvented logo and layers of the house’s iconic red.

The style of this season is declared by a somewhat disruptive aesthetic of streetwear with a sophisticated touch. The capsule is made up of jeans, sweaters, sweatshirts hoodies and accessories for men, as well as bodywears, skirts, shoes and pants prints for women

Photographs: HUGO

All the pieces stand out for a magical combination of the liberal tailoring with looks without complexes in a range in which the iconic red by HUGO stands out and contrasts with neutral tones such as black, white and navy blue.

This Spring/Summer 23 HUGO is betting on its young and global audience, providing them with a capsule that works as a platform for self-expression and a lifestyle free of limitations. And it’s already available through

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