First Look Of HUGO – You never have to try too hard when you put on a HUGO outfit.
The HUGO brand delivers innovative looks for men with a modern, urban attitude. Embodying an edgy yet confident style, HUGO is unconventional and progressive without being loud. The collection appeals to those who regard fashion as a matter of personal style.
Innovative fabrics, radical shapes, new proportions: on its 20th anniversary, HUGO Menswear reflects on its own history and looks forward to the future.
Pumped-up volumes –contrasted with lightweight fabrics. Sculptural silhouettes –enhanced with shiny surfaces. Respected traditions –refreshed with innovative material mixes. This and more defines the HUGO style in the coming season. Avant-garde meets tailored finishing, freedom meets dress codes. The attitude of the HUGO man turns 20, too –and is more relevant than ever. HUGO celebrates its birthday with a futuristic interpretation of fashion; with modern techniques and radical artwork. The standout pullover and scarf in felted wool are stand-ins for the jacket. The wide-cut but short pleated trousers in wool and cashmere feature a hip highlight that resembles a cummerbund. The duffle coat loses its toggles but gains structure and streamlining.
The mackintosh goes double-breasted, with a hidden button placket. The white slim-cut trousers are perfectly offset by black derby shoes with massive XXL soles. The pullovers show subtle camouflage patterns. A black, broad-shouldered cowhide coat fuses 1980s opulence with Mad Max futurism. This season, shoulders are generally very big, which also applies to the wine red biker jacket (premiering in wool!) and the sleeveless double-breasted coat. And the boots? Shiny details lend them a rock-chic vibe.
Whether it’s a muted lustre or a glossy shine: the surfaces make an impression. Dense wool and soft leather are paired with nylon. Unusual material mixes: this too is HUGO. The retrospective becomes a re-reflection of sorts. It’s all about rediscovery and about evolution. The collection takes a firm stand and it is in favour of dark luxury.
The colour palette traverses shades of grey and moves on to petrol, navy blue, pine green and wine red –along with lots of black.
The signal HUGO Red clearly also plays a part in this anniversary party –in a spectacular suit with a four-button jacket that has super skinny lapels.