Printed
February 26, 2025
Hugo Boss’s Hugo label has unveiled a significant platform dubbed Hugo Ahead, highlighting its modern, technology-driven strategy to design.
The items it creates “will chart a path of transformational exploration, with the mantra: ‘You’ve got to keep moving to stay ahead of the game’.”
Its first drop arrives for SS25 and contains three tailor-made kinds created with plant-based HeiQ AeoniQ, “a groundbreaking cellulose yarn made from wood pulp that rivals the performance properties of polyester”.
The model is providing a modular group of menswear swimsuit separates, together with a single-breasted blazer, informal jacket, and trousers, all in black, with the HeiQ AeoniQ and wool-blend items in a position to be worn “matched or clashed, smart or casual”.
And “further cementing Hugo’s status as a tailoring pioneer, these are the first-ever suiting separates crafted with this fibre to go to market”.
The corporate has launched an accompanying marketing campaign and can also be constructing pleasure across the launch on social media, collaborating with content material creators “who embody adaptability and authentic personal style”.
Offline, an interactive hologram will inform the story of the marketing campaign within the window of Hugo’s Milan retailer, with a “moving, talking holographic depiction” of marketing campaign star Jean Carlo León sporting key appears.
Globally, eye-catching window and in-store merchandising will “push the brand’s authentic, self-expressive approach to tailored dressing”.
The marketing campaign was photographed by Dan Jackson beneath the inventive path of Trey Laird and his company, Workforce Laird, with the give attention to “flexible, infinitely adaptable suiting”.
This full-year marketing campaign will unfold in two chapters, the primary for spring/summer season and the second for autumn/winter.
In Chapter 1, Hugo “captures a youthful maverick as he navigates a series of red rooms. The styling of his sharply cut suit evolves from classic and timeless, to offbeat and inspired, combined with a snug tank top, a chunky leather boot, a boldly printed short-sleeved shirt, and tailored shorts”.
His appears are impressed by the idea of “The Go Suit: a new, very Hugo approach to building a go-to tailored wardrobe for every aesthetic and occasion”.
In the meantime in womenswear, “we meet a heroine in a sleek white three-piece suit in the red rooms. The camera zooms in on the details: a bold belt, a strappy heel, the cropped cut of a vest, highlighting the adaptability of Hugo’s tailoring for all genders, and celebrating the individuality of the person inside the suit”.
