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.
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.
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.
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.”