For Fall/Winter 2024, HUGO is joining forces with Istanbul-based streetwear label Les Benjamins to launch a collection that explores interculturality – where East meets West. More than a collaboration, the pairing of the two brands marks a celebration of shared histories, cultural dialogues, and the unifying power of creative expression through reflective storytelling.

Founded in 2011 by designer and photographer Bünyamin Aydin, Les Benjamins has surged to the forefront of luxury streetwear, blending Turkish heritage with contemporary culture through compelling stories and a unique design philosophy. HUGO, known for its unparalleled tailoring and signature street style, brings its storied craftsmanship to the partnership with Les Benjamins.

HUGO x Les Benjamins is a tribute to the rich tapestry that defines our global narrative. By combining bold and eclectic Eastern aesthetics with the modern mood of HUGO’s tailoring, this capsule of street looks and accessories invites wearers to embark on a stylistic journey inspired by history, curated by culture, and tailored by tradition.

The 18-piece selection comprises statement-making men’s, women’s, and gender-neutral styles. In menswear, highlights include a raw-edged co-ord, a varsity-style bomber jacket and a boxy double-breasted suit, along with laid-back pieces including graphic T-shirts and a swan-motif sweatshirt. A co-ord set – with a tailored blazer and matching skirt – also features in the womenswear offering, which includes other bold designs such as wide-leg pants, tank tops, hosiery, and a contemporary take on the classic white shirt. The gender-neutral segment of the capsule features a striking black trench coat and casual-cool bucket hat.

Throughout the collection, recurring iconography weaves a story of love, unity, and trust. A sketched swan emblem serves as a symbol of unity between Turkey and Germany, while embroidered rose details signify the enduring love that connects families and partners, despite the distances that may separate them. A double-key insignia also stands out, acknowledging the strength of the “Key Kids” – the children of Gastarbeiter, who wore their home keys around their necks. Demonstrating independence and responsibility from a young age, they returned to empty homes while their parents worked. The double-key emblem not only honors resilience but symbolizes the capsule’s ambition to unlock doors for the next generation, offering them a path to create their own narratives. Complementing these rich motifs, the HUGO x Les Benjamins logo tag adds a signature touch to each piece, uniting the collection under a banner of collaborative excellence.

The capsule’s launch is accompanied by an inspiring campaign that explores the experience of growing up Turkish in Germany. Captured in Berlin by Furkan Cetin and Nina Raasch, the campaign features a series of intimate portraits and videos that highlight different personal narratives, fronted by a creative cast: rapper Apsilon, models Tijen Ekici, Kisha Hahn and Simo Baakoun, performing artist Azama Bashir, and writer and creative Arinc Cemal.