Big Matthew & SAINt JHN Front HUGO Spring ’22 Campaign

The Fashionisto

/

Published January 27, 2022

Big Matthew Biceps HUGO Campaign Spring 2022Pin
Rocking a HUGO tee, Big Matthew fronts the brand’s spring-summer 2022 campaign.

In its spring-summer 2022 campaign #HowDoYouHUGO, HUGO employs a dramatic red and white color palette. The rappers Big Matthew and SAINt JHN are the faces of the German brand’s new advertisement, which just launched. SAINt JHN makes the occasion even more memorable by sharing the limelight with his girlfriend, model Adut Akech, who appears alongside him.

SAINt JHN Shirtless Underwear HUGO Campaign Spring 2022Pin
SAINt JHN fronts the spring-summer 2022 HUGO campaign.

HUGO Spring/Summer 2022 Campaign

Mikael Jansson captures the new advertising campaign for HUGO. Jansson photographs Big Matthew and SAINt JHN against a red and white set that reflects the bold but effortless nature of the HUGO brand’s aesthetic.

Related: VICTOR NYLANDER FRONTS BOSS WATCH CAMPAIGN

Big Matthew and SAINt JHN dress in must-have pieces for the season, including logo tees and red-banded underwear, modern denim essentials, and everything in between.

Big Matthew Underwear Shirtless HUGO Campaign Spring 2022Pin
In front and center, Big Matthew stars in HUGO’s spring-summer 2022 campaign.

The fashion brand HUGO has added a contemporary layer to its branding for spring by collaborating with Big Matthew and TikTok creator Vik White to choreograph a dance challenge called #HowDoYouHUGO.

The CEO of Hugo Boss AG, Daniel Grieder, believes that going “your own way” is more critical now. “This principle is the foundation of the HUGO brand platform,” says Grieder. “HUGO is a brand for young, unconventional, and progressive people who live life on their own terms.”

Real life couple SAINt JHN and Adut Akech appear in the spring-summer 2022 HUGO campaign.Pin
Real life couple SAINt JHN and Adut Akech appear in the spring-summer 2022 HUGO campaign.
Big Matthew Shirtless HUGO Campaign Spring 2022Pin
Big Matthew fronts HUGO’s spring-summer 2022 campaign.

Recent Updates

John Mayer for Audemars Piguet Royal Oak Perpetual Calendar

John Mayer for Audemars Piguet Royal Oak Perpetual Calendar

John Mayer and Audemars Piguet have collaborated to create a special edition of the Royal Oak Perpetual Calendar that captivates ...
Antoine Griezmann Moves Forward for Mango Spring 2024 Ad

Antoine Griezmann Moves Forward for Mango Spring 2024 Ad

Mango's spring 2024 campaign, "Move Forward," narrated by Antoine Griezmann's life and aspirations, aligns the athlete's spirit with the brand's ...
Kingsley Ben-Adir Fronts Gucci Horsebit 1953 Loafer Ad

Kingsley Ben-Adir Fronts Gucci Horsebit 1953 Loafer Ad

British actor Kingsley Ben-Adir stars in the new Gucci advertisement for the reinvented Horsebit 1953 loafer. The campaign offers a ...
Lenny Kravitz x Ray-Ban Reverse: Gold-Plated Glamour

Lenny Kravitz x Ray-Ban Reverse: Gold-Plated Glamour

Ray-Ban unveils its new collaboration with singer and actor Lenny Kravitz. The new capsule collection merges Ray-Ban's iconic design heritage ...
Ryan Gosling, Jake Gyllenhaal + More Lead in Modern Style

Ryan Gosling, Jake Gyllenhaal + More Lead in Modern Style

As celebrity fashion continues to captivate and inspire, several actors have stood out recently for their distinctive sartorial choices. Each ...
Roger Federer x Oliver Peoples Eyewear: Aces of Aesthetics

Roger Federer x Oliver Peoples Eyewear: Aces of Aesthetics

As the shutter captures a moment of modern elegance, Roger Federer enters the spotlight, collaborating with Oliver Peoples. The Roger ...