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HUGO makes a comeback for SS24, putting a spotlight on refined casual attire and contemporary tailoring

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Guided by a diverse group of talents spanning various creative sectors, the project aims to mirror the brand’s growing influence on a global scale in both fashion and culture.

Captured through the lens of Stuart Winecoff, the mainline collection showcases modern interpretations of suiting, presented in gentle pastel tones and a combination of crisply tailored and more relaxed, oversized silhouettes. The brand’s distinctive red hue injects vitality into the ensemble, covering not only metallic pieces and logo-print separates but also cropped tees and eye-catching accessories.

Expanding on this, the current season introduces HUGO BLUE, a gender-neutral, streetwear-focused line centered around denim. Featuring monochrome jeans, skirts, jackets, trench coats, shirts, and shorts, the collection embodies a laid-back yet stylish aesthetic. This extends to slouchy, printed jersey staples and attention-grabbing logo details.

Both the HUGO Spring/Summer 2024 and HUGO BLUE collections are available for purchase on the brand’s webstore.


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