HUGO I REPLAY: FALL’S MOST-WANTED DENIM COLLABORATION

wo brands with a shared spirit of vibrant individuality – rebel-at-heart HUGO and Italian premium denim specialist Replay – come together this Fall to launch a co-created capsule collection dedicated to self-expression.

Bringing together a mix of classic and trend-driven denim styles with easy-wear jersey pieces, HUGO | Replay presents clean and simple silhouettes designed to be interpreted by the wearer to reflect their personal style.

Launched as part of the Fall/Winter 2022 season as HUGO strengthens its denim offer throughout its collections, each HUGO | Replay style features a signature red label that brings together the logos of both brands. The capsule is developed in certified organic cotton fabrics throughout.

For him, a classic denim jacket and straight-fit jeans, in a light, medium, or dark wash, are joined by an overshirt and matching jeans that offer a tailoring-meets-workwear aesthetic. Four crew-neck tees deliver four different spins on the bold HUGO | Replay logo, while a garment-dyed indigo tee and matching hoodie complete the line-up.

For her, boy-fit jeans in three washes and a choice of relaxed, drop-shoulder tees are joined by a trend-driven cropped jacket with raw edges and matching balloon-fit jeans, in a nod to the fashion acumen that runs through the collection.

TikTok creators Oluwanifewa Agunbiade (@Itsjustnifee), Louis Powell (@youngmanpowell) and Isla Loba (@isla) star in a playful social-first campaign, shot in London, to mark the launch. Each individual shows how they incorporate the HUGO | Replay collection into their day, putting together a series of different outfits by adding their own accessories, styling pieces, and – of course – attitude.
TikTok will also offer instant inspo thanks to a branded “Replay Your Day” rewind effect released to mark the launch. Creators will use the effect to create dynamic and immersive content as they switch up the collection from day to night. As word spreads about the collab, a #HUGOReplay hashtag challenge will give all TikTokers access to the exclusive rewind effect, branded graphics, and audio assets – an invitation to play with filters and transitions to create fresh and fun TikToks that inspire new ways to style denim.

Designed with denim lovers in mind, HUGO | Replay is all about expressing your individual creativity, putting together unique looks where fashion meets fun. So, how will you wear it?

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