HUGO delivers more fashion, more attitude, and with the arrival of HUGO BLUE, more denim. Explore the new campaign and meet creatives who are inspired by fashion.   

 Text by Michael Hartmann. Photos by Hugo Boss Newsroom. March 1, 2024.

DISCLAIMER: This article has been independently and voluntarily written by us, without any sponsorship from HUGO BOSS. The writer and Cover Story have not been compensated in any way. 

The text is based on two press releases on HUGO BOSS News and HUGO BOSS Stories. Photographs have been obtained from HUGO BOSS/Media Resurces. 

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HUGO is red, right? Think of the logo with the red background.

Not anymore. In a bold move, the German fashion house launches a new campaign called HUGO BLUE. It puts denim in the spotlight, presenting a range of wardrobe essentials like jeans, skirts, jackets, shorts, and much more.

In a world of red, a door opens to reveal a world of blue, putting forward a new perspective and a fresh space to explore. Have a look:

Amazing, right?

Talents from across the creative industries – Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker – make up the cast of the new campaign.

Let’s talk about the line.

It is complemented by metallic pieces, logo-print separates, cropped tops, and statement accessories, in the brand’s signature trailblazing style. Are you ready for cropped tops this spring?

The collection is elevated with slouchy printed jersey staples and bold logo details, capturing the effortless vibe of the brand. The color palette features shades of blue, black, and white, perfectly rounding off the HUGO BLUE aesthetic:

In a press release, HUGO BOSS describes the line as “a modern take on suiting, showcasing a mix of tailored and oversized silhouettes”. Pretty awesome, if you ask me.

There is music in the HUGO world.

Meet singer-songwriter Leigh-Anne Pinnock. She is a former member of the British girl group Little Mix. In this video, she shares about her inspiration.

-If you want something bad enough, like, why can it not come true?

Good question!

Leigh-Anne on Instagram.

Another artist who is a part of the HUGO world, is AntsLive. In this video, he shares about going on stage and meet his audience:

-Some people are gonna love it. Some people aren’t.

That’s honesty!

AntsLive on Instagram.

More action? No problem. Blue room is the new red room:

Did you know that HUGO is the younger of the two HUGO BOSS brands?

It provides a platform for self-expression and an authentic way of dressing. It also crafts clothes with individuality and attitude for those who dare to break with convention; those who set trends rather than follow them.

Thats you, right?

HUGO on social media:



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