August 10, 2023
Hugo Boss presents the fall/winter 2023 campaign
In addition to the seasonal collection, the brand is collaborating with Ms. Poarch to design an exclusive capsule, currently in the works.
Other artists and influencers are similarly featured in the fall/winter campaign, including Americans Chase Hudson, Chiara Hovland and Ashley Moore. British TikTok star Lola Clark and French model William Ernult also join the effort.
Photographed by Stuart Winecoff and with artistic direction handled by Trey Laird, the duo’s design philosophies coalesce through upbeat and highly energetic visuals. “Body Wan Shake” by electronic artists Freq Motif and Magugu plays, forging a bridge between music and fashion through similar expressive themes of release.
In the campaign video, the group dons pieces from the fall/winter collection, ranging from ready-to-wear to accessories. Each piece pushes a sense of identity and personality, nodding to the individualism of the wearer.
Turn up the volume with HUGO! 📣 #HUGOYourWay takes on a fresh dimension this season with a dynamic Fall/Winter 2023 campaign that connects style with sound.
Find out more about the cast headlined by @bellapoarch at: https://t.co/OmAXslV5m5 pic.twitter.com/QcLWWBF9zf
— HUGO BOSS Corporate (@HUGOBOSS) August 9, 2023
Dark hues and bold colors blend with the maison’s classic colors of red, black and white, while leather, denim, and even tie-dye sports jerseys offer diverse options. Hoodies, jackets, scarves, long-sleeve button-ups and t-shirts also join the bunch, all of which suit the casual and vibrant nature of the group's Hugo brand, which was distinguished in 2022 ( see story ).
Seasonal push
The fashion house is just the latest to announce its plans for the upcoming fall/winter season, but joins the wealth of celebrity-focused representation.
While not a new occurrence, the trend was reinvigorated by Italian clothing brand Prada’s announcement in early July 2023, which featured British actor Benedict Cumberbatch, American