HUGO ushers in a new season with their Fall/Winter 2023 Campaign, introducing a fresh cast of talent chosen to herald the arrival of the campaign and encapsulating HUGO’s vision of putting the spotlight on rising musicians like Bella Poarch in an initiative to sync music and fashion showing their support for fresh talent in the music scene. Not only is Poarch the headliner of the newest campaign—a collaborative capsule collection between her and HUGO is in the works, introducing a new step for HUGO in refreshing their mission of #HUGOYourWay with upholding individualism in style and now in music. Featured in the campaign are some of social media’s hottest talent including Chase Hudson, Chiara Hovland, Ashley Moore, Lola Clark, and William Ernault, who will bring the HUGO vision alive through Instagram and TikTok, donning pieces from the FW23 collection. 

At a glance, the collection captures an essence of rebellion and genuineness showcased through bold prints, denim, tie-dye, and oversized fits, all while staying close to the HUGO brand with a color palette of indigo blue, lavender, caramel brown, and of course black, white, and red. 

To top it off, the accompanying campaign videos are very much music-driven and reminiscent of the creative vision with music performed by Freq Motif and Magugu for ‘Body Wan Shake’ and photography shot by Stuart Winecoff with the artistic direction of Trey Laird (Team Laird).

Be sure to check out the new collection in HUGO stores and on their website.