HUGO Unveiled

HUGO, as the edgiest line of the HUGO BOSS empire, has been spreading urban sharpness all over for years. The minimalist construction of the items adjusted by this very discreet twist in details makes of HUGO one of the most wearable catwalk labels of our times.
The celebration has begun. 20 years and 20 iconic items acknowledging the unstoppable zeitgeist they represent.

Symbols emerging in color fusions and shapes. The red, the white and the black. This is a plain color palette applied on clean and straight lines, underlying confidence and politically correct un-conventional state of being.


Symbols interpreted by artists around the world when it comes to the “Red Never Follows” project, HUGO has created. Like a social glimpse, 20 artists envision and exalt the label’s mindset.

Would all this be an upswing? For HUGO lovers and those to become, this is the natural expression of worthiness.


On the Belgian field, photographer & videographer Pierre Debusschere, delivers a sequence of elegant bodies of evidence. Clashing against neutral backgrounds, they are the testimony of HUGO’s rather futuristic ambition.
A successful Belgian exercise in the radical sense of things.

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