Enfnts Terribles

The cast of the new HUGO campaign are young creative talents, establishing the youthful essence of the new line. Reezy, Vinnie Hacker, Cara Taylor, Jasmine Jobson, Teezo Touchdown, and Rikimaru represent the global influence HUGO has in the fashion industry and the fresh perspective of the brand on denimwear. HUGO BLUE exudes effortlessness with slouchy silhouettes and a blue color palette, of course.

The HUGO BLUE collection

While the main-line HUGO collection centers on modern takes on classic suiting, the HUGO BLUE collection serves us youthful denim pieces with playful logos and a focus on blue. The collection was launched in Berlin on March 6. The immersive event gave attendees the possibility to discover the collection in person and virtually on Roblox.

At the core of the collection is freedom of expression and room to experiment with creativity. It features denim trench coats, skirts, shorts, and printed jersey garments. At the launch event, the color blue was the focal point. Denim opens the door for HUGO to offer more casual wear, which the guests at the events wore like no other: from printed HUGO BLUE hoodies to printed jeans. When it comes to branding, HUGO doesn’t miss: even the toilet paper in the bathroom was blue.

The Summer 2024 collections from the Hugo main line and Hugo Blue are available right now on Hugo’s webshop and in selected stores.