techno trip

Shot by Collier Schorr, HUGO’s new campaign is a Berlin summer stroll
Fashion | 31 January 2019

Rewind to SS19 and you’ll recall HUGO’s major homecoming show at Berlin’s original home of techno, Motorwork. Here, inside the setting for many of the city’s biggest parties back in the 90s, we got a contemporary homage to those halcyon days: baggy tailored pants, bolts of acid neon, transparent layerings, bucket hats and bumbags, while rave posters and artwork came sliced and spliced together as bold prints.

It was a return that held significance. Since taking the reins as Hugo’s senior head of design for menswear, Bart De Backer, has sought to inject the brand’s rich heritage into a future vision. The common thread? A sense of collaborative energy and individuality.

Shot by Collier Schorr, a new accompanying SS19 campaign takes this ethos to the next level. Inspired by a Berlin summer, we see a model cast – featuring Jonas Glöer, Karolin Wolter, Natalie Westling, Leonard Mushiete, Binx Walton and Presley Gerber – roam the city. Styled by the talents themselves under the direction of Vanessa Reid, each look represents a different character in this Berlin narrative.


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