the brand Hugo, belonging to the group Hugo Boss, has just presented Hugo Forward, an innovative platform that reflects his futuristic and technological vision in the world of design.
The new creations represent a journey towards the evolution of style, guided by the concept: To keep up with the times, you have to always be on the move.
A Visionary Capsule Collection
For the season Spring-Summer 2025, the brand introduces an exclusive capsule collection consisting of three refined looks, made with HeiQ AeoniQ, a revolutionary plant-based yarn made from wood cellulose. This high-performance material offers a sustainable alternative to polyester.
The offer includes versatile men's suits: a essential cut blazer a casual style jacket and a classic trousers, all declined in black. The garments, packaged in a combination of HeiQ AeoniQ and wool, can be mixed together or paired with more casual items to suit any occasion.
“With this collection, Hugo reaffirms its pioneering identity in the world of tailoring, bringing to the market the first formal suits made with this innovative fiber”, underlines the brand.
An Immersive Launch Campaign
To accompany the capsule's debut, the brand has created a dynamic communication strategy, involving digital creators who represent the essence of authentic style and adaptability.
One of the most innovative elements is a interactive hologram that will animate the window of the Hugo boutique in Milan. Here, the star of the campaign, Jean-Carlo Leon, will appear digitally to tell the story of the collection by wearing key looks. In the rest of the world, windows and in-store displays will reflect the brand’s distinctive aesthetic.
The campaign, immortalised by the photographer Dan Jackson under the creative direction of Trey Laird and his team, explores the concept of fluid elegance, capable of adapting to any context.
A Tale in Two Chapters
The entire project will develop over a year, divided into two acts: Spring Summer e Autumn winter.
In the first chapter, Hugo stages a young rebel who crosses an environment dominated by red separates, a symbol of a stylistic transformation. His suit evolves progressively: it starts from a classic and timeless cut to become bold and unconventional, thanks to the combination with a tight tank top, a maxi leather boot, a graphic shirt and tailored shorts.
The idea behind these looks is the concept of multifunctional dress, a new way of understanding the Hugo wardrobe, in which formal style mixes with boundless freedom of expression.
For the line female, the protagonist of the campaign appears in a three-piece white suit, immersed in an environment with intense shades. Attention is focused on details: a statement belt, heel with straps, bold cut of the jacket, to underline how each Hugo garment is designed to be adaptable, without gender barriers, enhancing the uniqueness of the wearer.
