Hugo Boss’s Hugo label has unveiled a major platform dubbed Hugo Forward, highlighting its innovative, technology-driven approach to design.
The pieces it creates “will chart a path of transformational exploration, with the mantra: ‘You’ve got to keep moving to stay ahead of the game’.”
Its first drop arrives for SS25 and includes three tailored styles created with plant-based HeiQ AeoniQ, “a groundbreaking cellulose yarn made from wood pulp that rivals the performance properties of polyester”.
The brand is offering a modular group of menswear suit separates, including a single-breasted blazer, casual jacket, and trousers, all in black, with the HeiQ AeoniQ and wool-blend pieces able to be worn “matched or clashed, smart or casual”.
And “further cementing Hugo’s status as a tailoring pioneer, these are the first-ever suiting separates crafted with this fibre to go to market”.
The company has launched an accompanying campaign and is also building excitement around the launch on social media, collaborating with content creators “who embody adaptability and authentic personal style”.
Offline, an interactive hologram will tell the story of the campaign in the window of Hugo’s Milan store, with a “moving, talking holographic depiction” of campaign star Jean Carlo León wearing key looks.
Globally, eye-catching window and in-store merchandising will “push the brand’s authentic, self-expressive approach to tailored dressing”.
The campaign was photographed by Dan Jackson under the creative direction of Trey Laird and his agency, Team Laird, with the focus on “flexible, infinitely adaptable suiting”.
This full-year campaign will unfold in two chapters, the first for spring/summer and the second for autumn/winter.
In Chapter 1, Hugo “captures a youthful maverick as he navigates a series of red rooms. The styling of his sharply cut suit evolves from classic and timeless, to offbeat and inspired, combined with a snug tank top, a chunky leather boot, a boldly printed short-sleeved shirt, and tailored shorts”.
His looks are inspired by the concept of “The Go Suit: a new, very Hugo approach to building a go-to tailored wardrobe for every aesthetic and occasion”.
Meanwhile in womenswear, “we meet a heroine in a sleek white three-piece suit in the red rooms. The camera zooms in on the details: a bold belt, a strappy heel, the cropped cut of a vest, highlighting the adaptability of Hugo’s tailoring for all genders, and celebrating the individuality of the person inside the suit”.
