Finally, it’s time to celebrate the summer days that aren’t too far away. And as the thermometers start to rise, Summer 2024 collections appear on the horizon. For HUGO, this means the arrival of their newest line, HUGO BLUE, making its debut with a relaxed offering – with denim at the core, along with streetwear and a variety of gender-neutral styles – while the main-line will continue to focus on elevated casual wear and contemporary tailoring.

The HUGO main-line collection is defined by modern takes on suiting, delivered in soft pastel hues and a mix of sharply tailored and more fluid, oversized silhouettes. Metallic pieces, logo-print separates, cropped tops, and statement accessories round off the selection in typically trailblazing style. Featuring the campaign, the iconic brand enlisted a handful of creatives including Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker, bringing together the two brand lines’ stories while also representing HUGO’s position as a growing global force in fashion and culture.

Check the full collection here…