HUGO reveals its Spring/Summer 2020 campaign

What is a hero? And can you be your own? These are the questions at the heart of the HUGO Spring/Summer 2020 campaign, shot and directed by renowned fashion photographer Harley Weir and styled by Vanessa Reid.

Drawing inspiration from seventies cultural icons 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 modelling 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 TakuroYamazoe. 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 informs 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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