HUGO’s FW23 campaign is a story of dynamism and sound. Inspired by the brand’s roots of music and style, the imagery asks you to turn up the volume and blast those speakers. As such, the talent cast includes musician and social media superstar Bella Poarch alongside singer and songwriter Lomojoh and DJ Ty Ogunkoya, while Chinese model Yan Li, NYC-based artist Tanner Reese, German Eritrean model Betty Schupp and US model Ella Rattigan round out the line-up.

The campaign continues the German brand’s #HUGOYourWay ethos, promoting self-expression, community and individualism. As for the collection, it’s all about relaxed fits imbued with youthful energy. Think tie-dye denim paired with a graphic tee, shearling coats over dungarees and chilled tailoring ideal for spontaneous after-work nights out.