Hugo looks to the ’70s for spring campaign

by Stephen Garner

Hugo Boss’ HUGO brand has released its spring/summer 2020 campaign, shot and directed by fashion photographer Harley Weir and styled by Vanessa Reid.

Drawing inspiration from cultural icons of the ’70s and the mark they left on the world, the campaign takes a unique direction. Through a series of films and photographs featuring a diverse cast of characters, the brand explores what it means to live your own truth, while simultaneously defining what it takes to be a cultural hero in today’s world.

Familiar faces from the modeling world join the cast, including Hanne Gaby Odiele and Lily McMenamy. Some newer faces make an appearance as well, like London-based musician Obongjayar and Japanese street style star Takuro Yamazoe. Set in different locations around Berlin, including the legendary Hansa Studios and Tiergarten park, the campaign pays homage to the German capital HUGO considers its adopted home.

In line with the nostalgic theme of this season’s collection, the seventies inform much of the campaign’s aesthetic. Weir’s distinct and intimate images depict the cast in oversized pinstripe suits, trench coats featuring bold details, and tailored styles with abstract proportions.


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