HUGO BOSS / HUGO BRAND LAUNCHLaunching HUGO with two brand lines, the main line HUGO RED with elevated casual wear and contemporary tailoring. New arrival HUGO BLUE, with denim at the core targeting a younger, more style-driven Gen Z and Gen X audience.
The HUGO brand and its #HUGOYourWay campaign platform offer more room to experiment, with the ambition to be the premium brand of choice for the social generation of change makers who consider creative ways of dressing as expressions of their individuality. The launch campaign was created by film maker Stuart Winecoff.
Agency: Team Laird and HUGO BOSS in-house team
CAMPAIGN launch
CAMPAIGN launch
SOCIAL MEDIA HUGO WOMENS
ECOM launch
OOH MEDIA
IN STORE wholesale installation
HUGO BRANDING
PRODUCT STORY The GO Suit
PRODUCT CONTENT
HUGO x Les Benjamins (streetwear brand collab)
POP-UP STORE HUGO x Les Benjamins collab
ART INSTALLATION HUGO x Les Benjamins collab
CAMPAIGN HUGO x Les Benjamins collab
CAMPAIGN HUGO x Les Benjamins collab
LAUNCH EVENT HUGO x Les Benjamins collab
LAUNCH EVENT HUGO x Les Benjamins collab
LAUNCH EVENT HUGO x Les Benjamins collab
HUGO x RED BULL FORMULA ONE® SPONSORSHIP
A new partnership with HUGO and the RED BULL (VCARB) Formula One® Team aligning with F1’s rising popularity amongst younger audiences and especially Gen Z
For the RB team, it offers differentiated off-track style and lifestyle relevance (not just the racing suit), turning the team’s brand into a fashion asset. The marketing approach is holistic: not just apparel but experiences (pop-ups, gaming on Roblox via HUGO’s digital universe) to create content, community and culture around the collaboration.
The launch coincided with the Formula 1 Crypto.com Miami Grand Prix 2024 weekend: HUGO opened a “HUGO GARAGE” pop-up in Miami featuring lifestyle + racing elements, immersive experiences, and showcasing the fashion collection.
Agency: HUGO BOSS in-house team
HUGO GARAGE F1 partnership launch, Miami
F1 CAR REVEAL with HUGO livery
F1 DRIVERS Yuki Tsunoda and Daniel Ricciardo
HUGO x RB apparel collection
HUGO GARAGE on Roblox
HUGO x ROBLOX
HUGO GARAGE on Roblox
GAMING at HUGO GARAGE Launch event
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
SOCIAL MEDIA at HUGO GARAGE
HUGO RED BRAND AMBASSADOR - BELLA POARCH
Bella Poarch is a true Gen Z icon and multi-season HUGO brand ambassador. The spirit of HUGO is defined by self-expression, staying true to yourself, and a willingness to break all the rules. Bella is a key collaborator for the brand, built on originality, authenticity and self-expression.
Celebrating London fashion Week with the launch of HUGO x Bella Porch collection at Flannels. Timed to perfection, Bella Poarch also launched her new single and video. The party showcased three central themes of Bella's artistry, personality, and brand in conjunction with her notoriety in the worlds of music, social media, and attracted the biggest names in content, social and entertainment, casting a spotlight on the princess of social media herself.
Agency: HUGO BOSS in-house team
CAMPAIGN HUGO x Bella Poarch
CAMPAIGN HUGO x Bella Poarch
CAMPAIGN HUGO x Bella Poarch
CAMPAIGN HUGO x Bella Poarch
POP UP STORE at Flannels, London
WINDOWS at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
LAUNCH EVENT at Flannels, London
PHOTO BOOTH at Flannels, London
LAUNCH EVENT at Flannels, London
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
ECOMMERCE
HUGO x BELLA POARCH apparel collection
HUGO x BELLA POARCH apparel collection
HUGO x BELLA POARCH apparel graphics
EDITORIAL collab with Dazed
EDITORIAL collab with Wonderland
EDITORIAL collab with Wonderland
CAMPAIGN starring Bella Poarch
CAMPAIGN starring Bella Poarch
CAMPAIGN starring Bella Poarch
HUGO BLUE LAUNCH
Launching HUGO BLUE, a new brand line with focus on dent, and self-expression. Uncovering the first collection at a launch event in Berlin, entering the world of HUGO BLUE in an immersive experience that combines inspiring product installations and connecting with youth culture through the multiverses of entertainment and gaming.
The event also marked the unveiling of PLANET HUGO, an ecosystem of unique, interconnected experiences on Roblox, a leading platform for communication and connection. PLANET HUGO’s first two 3D environments, HUGO HANGOUT and HUGO FASHION MATCH, were debuted at the launch event in a gaming zone featuring multiple screens that displayed several immersive spaces at once.
Agency: HUGO BOSS in-house team
HUGO BLUE Launch campaign
HUGO BLUE Launch campaign
HUGO BLUE Launch campaign
PLANET HUGO Roblox universe
HUGO FASHION MATCH social styling experience on Roblox
HUGO HANGOUT virtual shopping space on Roblox
PLANET HUGO Roblox universe
PLANET HUGO Roblox universe
LAUNCH EVENT recreated the HUGO Roblox universe
HUGO BLUE Launch event
HUGO BLUE Launch event
HUGO BLUE Launch event
HUGO BLUE Launch event
HUGO BLUE Launch event
HUGO BLUE Launch event
LAUNCH event attracted 2,000 press and influencers