Hugo further expands its platform concept

Hugo unveils the next chapter of its D2C platform, ‘Red Means GO.’ The first chapter explored the tensions that give rise to ambition. With the Autumn/Winter 2026 collection, the brand now delves into the rhythm of the cast’s everyday lives: out in the city, fuelled by ambition, and always on the move.

The familiar faces return as the protagonists: Berlin-based actor Aaron Altaras, Czech photographer and director Tereza Mundilová, London-based multidisciplinary artist and musician Cato, London-based curator Temitayo Famakinwa, and bedroom DJ Nick Cheo from Ohio.

According to Hugo, the progressive label from Hugo Boss, this cast of creatives, makers and catalysts grapple with the doubts, pressures, and expectations that come with prioritising progress over comfort. To underscore their personalities and ambitious mindset, the cast wear striking pieces from the Autumn/Winter 2026 collection, with precise tailoring continuing to define the overall look.

Textures take centre stage in the menswear: the Hugo check is reinterpreted across suits and outerwear, while satin lends the clean silhouettes a distinctive finish. A nappa-leather jacket with a shirt collar and chest pockets is styled with baggy-fit jeans in robust black denim and a relaxed, tactile cardigan.

In womenswear, the focus is on long silhouettes and elegant, slim cuts: single-breasted blazers in classic fabrics meet fine knitwear and structured coats with playful lapels. Channelling the spirit of the ’90s, yet with an attitude firmly rooted in the present, this collection brings warmth, texture and the unmistakable Hugo character to the journey ahead.

Sales of the AW collection are already under way, available worldwide through Hugo’s stores and online shop, as well as selected wholesale partners.