Two for the price of one; HUGO’s SS24 campaign showcases its mainline collection alongside a brand new HUGO Blue line, created as a platform for denim innovation and experimentation.

With an emphasis on everyday ease, the mainline collection leans on louche, contemporary tailoring, while HUGO Blue introduces a wardrobe crafted in denim – jeans, skirts, jackets, trench coats, shirts, shorts, etc. As the name suggests, the collection is predominantly cast in blue tones, accented with logo details.

The joint campaign continues HUGO’s dedication to celebrating young creative talent, this season spotlighting names including Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor and Vinnie Hacker. HUGO Blue is set to launch on 6th March at an immersive event in Berlin which will combine the worlds of entertainment, the metaverse, and gaming.