HUGO’s new collection, guided by Trey Laird, introduces versatile suits and emphasizes sustainability and the intersection of technology and design.

HUGO, a prominent fashion brand, is set to transform the perception of tailoring with its innovative Spring/Summer 2025 Collection. Under the creative direction of Trey Laird and his agency, Team Laird, the campaign introduces a fresh narrative around suits, presenting them as versatile and adaptable garments.

The visually striking campaign, photographed by Dan Jackson, showcases a young character navigating a series of vibrant red rooms. The featured suit begins as a traditional design but evolves into a more modern and unique ensemble. This contemporary approach is highlighted through the inclusion of a fitted tank top, chunky leather boots, a short-sleeved shirt adorned with bold prints, and suit shorts, embodying what HUGO refers to as the GO Suit.

Furthermore, the collection emphasizes the brand’s dedication to innovation and sustainability within the fashion industry, encapsulated in its campaign theme “Go your way.” A key aspect of this initiative is the introduction of HUGO FORWARD, a new platform that explores the intersection of technology and design. The initial offering under HUGO FORWARD features three groundbreaking pieces crafted from HeiQ AeoniQ™, a sustainable cellulose fiber derived from wood pulp. The collection includes a blazer, a casual jacket, and trousers in black, designed to be both flexible and multifunctional. These garments can function cohesively as a set or as individual pieces, suitable for a diverse range of formal and casual applications.

The HUGO Spring/Summer 2025 Collection will be available for purchase at HUGO stores globally, through wholesale partners, and online at hugo.com. This collection promises to challenge traditional notions of tailored clothing and redefine modern style.

Source: Noah Wire Services