Individuality, attitude and breaking the rules – this Spring/Summer 2023, HUGO takes this anthem to new altitudes in the brand’s most daring and defiant campaign yet.

Keeping in line with its recent brand refresh, the mantra #HUGOYourWay is back and packed with new meaning and vibrancy. The SR23 campaign is a celebration of true individuals: those who go their own way, in their own unique style. HUGO’s signature red is a common thread throughout the campaign. This distinct hue makes cameos across all creative content to remind viewers that raw rebellion and powerful originality are in the brand’s DNA.

While its mantra and coloring are familiar, an entirely new cast makes their debut this season, giving rise to a new generation. Three icons of individuality and boldness bring the Spring/Summer 2023 campaign to life. Model, actor and skateboarder Evan Mock; singer, actress and dancer Tinashe; and singer and TikTok creator Bella Poarch claim the spotlight while staying true to themselves and rejecting convention. They’re shot individually and as an ensemble by photographer Stuart Winecoff in real-life scenes under a crisp, gray sky: a reflection of the reality of the rebel.

Contemporary, oversized denim, a sleekly reimagined logo, and layers of signature HUGO red make this season’s style statement.