HUGO – S/S 18

Calling upon the spirit of the artist, HUGO presented its new men’s and women’s Spring/Summer 2018 collection with a fashion show at Pitti Uomo in Florence.

The collection’s inspiration began with voodoo symbolism, leading to a focus on its art, its expression and the artist as an individual. Referencing photographs of artists such as Basquiat and their natural expression of style, the look this season is inspired by this creative spirit, wearing even the most precious clothing in a non-precious way. With its DNA of unconventional fashion, the brand draws on the artist as an outsider who sees things from a different angle and thinks differently – bringing this same attitude to dressing. Sensitive yet carefree, this is someone who follows their own rules, just like HUGO.

Many pieces in the collection itself serve as a canvas. Artistic prints created in collaboration with designer Charles Jeffrey feature on delicate men’s mesh T-shirts and women’s sheer hand-painted silk organza dresses, contrasted with chunky paint- splattered sneakers and throw-on workwear jackets.