HUGO returns for SS24 with an emphasis on elevated casual wear and contemporary tailoring. Led by a melange of talent from various creative industries, the project looks to reflect the label’s position as a growing global force in fashion and culture.
Shot by Stuart Winecoff, the mainline collection is characterised by modern takes on suiting, delivered in soft pastel hues and a mix of sharply tailored and more fluid, oversized silhouettes. The brand’s signature shade of red breathes life into the ensemble, which spans not only metallic pieces and logo-print separates, but also cropped tees and statement accessories.
Building on this, this season also sees the introduction of HUGO BLUE, a gender-free, streetwear-focused line with denim at its core. From monochrome jeans and skirts to jackets, trench coats, shirts, shorts, the line-up embodies a laid-back yet stylish aesthetic that extends to slouchy, printed jersey staples and striking logo details.
You can cop the HUGO Spring/Summer 2024 and HUGO BLUE collections now from the brand’s webstore.
