Hugo unveils "daring and defiant" SS23 campaign

By

Sandra Halliday

Published
Feb 6, 2023

Hugo Boss has unveiled the SS23 campaign for its Hugo label saying “individuality, attitude and breaking the rules – Hugo takes this anthem to new altitudes in the brand’s most daring and defiant campaign yet”.

In line with its recent brand refresh, the mantra #HUGOYourWay is back “and packed with new meaning and vibrancy”.

The campaign celebrates “true individuals: those who go their own way, in their own unique style”.

The label’s signature red colour is a common thread but the company said that while the mantra and colour “are familiar, an entirely new cast makes their debut this season, giving rise to a new generation”.

New campaign stars include model, actor and skateboarder Evan Mock; singer, actress and dancer Tinashe; and singer and TikTok creator Bella Poarch, who “claim the spotlight while staying true to themselves and rejecting convention”. 

They’ve been photographed individually and as an ensemble by Stuart Winecoff, under the creative direction of Trey Laird and his agency Team Laird, “in real-life scenes under a crisp, grey sky: a reflection of the reality of the rebel”.

And Hugo added that they “each infuse the campaign with their own eccentricity and talent”.

They’re seen wearing the SS23 collection that includes oversized denim, sweaters, hoodies and accessories for men; and bodywear, skirts, shoes and printed trousers for women.