The Sound of a New Season Refresh with HUGO 

HUGO are bringing self-expression to the table with all new vigour! This Fall/Winter, HUGO are making moves on the music scene; meshing fashion and music together and channelling their rebellious side - sign us up!

The FW23 Collection, featuring a collaborative capsule between HUGO and artist Bella Poarch, merges youthful textures, styles and fabrics together in the classic HUGO fashion - with a twist. Inspiring individualism, self-confidence and expression through the medium of fashion.

The iconic logo is seen pasted across statement designs, with bold pieces washed in the renown HUGO red-and-black colourway in a tie-dye twist; featuring on denim, jersey and accessories. As well as this, in the spirit of realness and rebellion, a new palette cuts through the classic with some of the FW designs featuring shades of indigo blue, lavender, caramel and brown. With their new mantra of music and movement at the core of this drops creation, HUGO are turning up the volume, combining forces with TikTok and YouTube stars Chase Hudson, Ashley Moore, William Erlnut, Chiara Hovland and Lola Clark who are all set to post exclusive content featuring the FW23 ombre denim looks. So.. stay tuned on TikTok and Instagram because this isn't something you'll want to miss!

Speaking of things you don't want to miss; the campaign itself features some seriously unmissable content! Set to “Body Wan Shake” courtesy of Freq Motif x Magugu, photographed by Stuart Winecoff and directed by Trey Laird…rest assured this worldwide campaign combines all the magnetism of the collection with stellar sound! If you’re looking to log this in your memory banks, then hugo.com has all the campaign launch info and the lowdown on the key looks from the season! Don’t thank us, thank HUGO.