Hugo Boss has recently launched its daring and defiant SS23 campaign for its Hugo label. The brand is committed to showcasing individuality, attitude, and rule-breaking in its latest campaign, taking its anthem, #HUGOYourWay, to new heights.
Following a recent brand refresh, the campaign redefines the meaning and vibrancy of #HUGOYourWay. It celebrates true individuals who have their own unique style and choose to forge their own path.
The iconic red color of the Hugo label remains a prominent element throughout the campaign. However, this season introduces a completely new cast, representing a new generation. The campaign features Evan Mock, an extraordinary model, actor, and skateboarder; Tinashe, an exceptional singer, actress, and dancer; and Bella Poarch, a talented singer and TikTok creator. Each of them shines in the spotlight while staying true to themselves and rejecting conformity.
Photographer Stuart Winecoff captures individual and ensemble shots of the new cast, creating a visual narrative. The campaign’s creative direction, led by Trey Laird and Team Laird, aims to capture real-life scenes against a crisp, grey sky that reflects the reality of rebellion. Evan, Tinashe, and Bella bring their own eccentricity and talent to the campaign, infusing it with their distinct personalities.
In terms of fashion, the SS23 collection takes center stage in the campaign. Men can expect oversized denim, sweaters, hoodies, and accessories. Women have a range of bodywear, skirts, shoes, and printed trousers to choose from.
Overall, Hugo Boss’s SS23 campaign for its Hugo label celebrates individuality and rebellion. It encourages individuals to embrace their unique style and break free from conventional norms. The campaign showcases a new generation of individuals who proudly go their own way.
For more information on Hugo Boss’s SS23 campaign for its Hugo label, please visit their official website here. To explore the latest fashion trends and updates, you can also check out Vogue’s coverage of the campaign here.
