HUGO's The Go Suit

HUGO’s Spring/Summer 2025 campaign brings a fresh take on tailoring, making it more flexible and adaptable than ever. Shot by photographer Dan Jackson and directed by Trey Laird and Team Laird, the campaign unfolds in two parts, with Chapter 1 launching this season and Chapter 2 set to follow in Fall/Winter.

Chapter 1 introduces "The GO Suit," a modern approach to suiting that fits any style or occasion. A young maverick moves through bold red rooms, styling his suit in different ways—from classic and sharp to edgy and unexpected, pairing it with tank tops, leather boots, and tailored shorts. Womenswear also embraces versatility, with a sleek white three-piece suit that proves tailoring is about self-expression, not rules.

The campaign also marks a step toward sustainable innovation with HUGO FORWARD, a new platform focused on technology-driven design. Its first launch features suiting made with HeiQ AeoniQ™, a plant-based cellulose yarn that offers a sustainable alternative to polyester. The collection includes mix-and-match pieces like blazers, jackets, and trousers that can be dressed up or down. To bring the campaign to life, HUGO is collaborating with content creators and using cutting-edge displays, including a holographic Jean Carlo León in the Milan store. With Chapter 2 arriving later in the year, the brand continues to push the boundaries of individuality and modern tailoring.