
HUGO is flipping the script on tailoring. In its Spring/Summer 2025 global campaign, the brand embraces adaptability, personal expression, and the kind of suiting that defies convention. Under the creative direction of Trey Laird and photographed by Dan Jackson, the campaign unfolds in two parts — beginning with Chapter 1 this season and continuing in Autumn/Winter 2025.
At the centre of the narrative is The GO Suit, a concept designed to make tailoring effortless and infinitely wearable. In a series of cinematic red rooms, a sharply dressed protagonist moves through different iterations of classic suiting — layering a tailored jacket over a bold print, swapping trousers for shorts, or pairing the whole look with chunky leather boots. A white three-piece suit for women makes its own statement, with close-up shots highlighting sleek belts, strappy heels, and cropped vests, reinforcing HUGO’s commitment to tailoring for all genders. The result is suiting stripped of rigid formality and reimagined for individuality — perfectly in line with the brand’s HUGO Your Way ethos.
But the campaign also marks the debut of HUGO FORWARD, a new platform pushing innovation in design. This season sees the release of three suiting styles crafted with HeiQ AeoniQ, a plant-based cellulose yarn designed to rival polyester in both durability and performance. The first-ever tailored separates to be made from this fibre, the drop includes a single-breasted blazer, a casual jacket, and trousers — designed to be worn together or styled apart, making sustainability and versatility one and the same.

The HUGO Spring/Summer 2025 collection is now available in HUGO stores worldwide, through select wholesale partners, and online.
photography. Dan Jackson
words. Gennaro Costanzo