The expansive HUGO BOSS Group is experiencing a revival, putting Gen-Z communication and culture at the forefront of everything it does. Point proven by HUGO‘s Fall/Winter 2023 campaign, which continues on the #HUGOYourWay slogan by creating a series of images and clips that “Connect Style to Sound.”
Fittingly, the campaign is fronted by the buzzy social media personality and “Build a Babe” singer Bella Poarch, who is a sensation among Gen-Z creators. Global talents Chase Hudson, Chiara Hovland, Ashley Moore, Lola Clark, and William Ernult are also enlisted in a larger content output, taking to their own Instagram and TikTok accounts to stunt in the HUGO FW23 campaign-seen ombré denim looks.
As for Poarch, she doesn’t just front this FW23 campaign, but also promises a collaboration between her and HUGO. However, this isn’t seen in the Hypebeast-exclusive imagery above. Instead, we find a large array of logo takes combined with red and black tie-dye on denim and jersey, crystal and chrome embellishments on handbags, Y2K-infused sunglasses, gilets, bralets, and chain-adorned pants, and some ’90s references with the puffer jackets cut in premium materials, or the denim jackets layered with punkish graphic scarves.
Take a look at the HUGO FW23 campaign above, and find out more online.
In other news, Wales Bonner FW23 is here.
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