The Two Brands Come Together for a Collection That Celebrates Optimism and Cross-Cultural Dialogue
Hugo has partnered with Istanbul-based brand Les Benjamins to unveil a special collaborative Fall 2024 capsule that delves into the theme of interculturality, blending Eastern and Western influences to celebrate cultural dialogue and storytelling.
Founded by designer and photographer Bünyamin Aydin in 2011, Les Benjamins has become a leading name in luxury streetwear, merging Turkish heritage with modern culture through unique storytelling and design. Extending this theme through Hugo’s expertise and perspective, the collection pays homage to the intricate global narrative, combining bold Middle Eastern aesthetics with Hugo’s contemporary tailoring.
This 18-piece collection encompasses men’s, women’s, and gender-neutral styles. Key pieces in the menswear line include a raw-edged co-ord, a varsity bomber jacket, a boxy double-breasted suit, and casual pieces like graphic T-shirts and a swan-motif sweatshirt. The womenswear line features a tailored blazer and matching skirt co-ord set, wide-leg pants, tank tops, hosiery, and a modern twist on the classic white shirt. The gender-neutral segment includes a striking black trench coat and a casual bucket hat.
Throughout the collection, recurring symbols speak to a narrative of love, unity, and trust. A sketched swan emblem represents the unity between Turkey and Germany, while embroidered rose details signify enduring love across distances. The double-key insignia honors the resilience of the “Key Kids,” the children of Gastarbeiter who returned to empty homes while their parents worked, symbolizing the collection’s ambition to unlock doors for the next generation. Each piece features a newly customized Hugo x Les Benjamins logo tag.
“HUGO x Les Benjamins is a vibrant exploration of cultural intersections, where the rich heritage of Istanbul’s streets meets HUGO’s self-expressive style,” says Marco Falcioni, SVP of Creative Direction at HUGO BOSS. “This collaboration is more than just a merging of aesthetics; it’s a dialogue between traditions, a blend of histories, and a bold statement on the power of fashion to bridge worlds and inspire individuals across the world. Embracing Les Benjamins’ unique viewpoint and HUGO’s innovative design DNA, we’ve created a collection that celebrates the spirit of discovery, the joy of creative expression, and the shared journey of interculturality.”
Bünyamin Aydin, founder of Les Benjamins, adds, “This collaboration with HUGO pays homage to my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity, and whose courage formed who I am today. Being at peace with my identity as a proud German-Turk without having to choose one side is incredibly fulfilling, and I hope this capsule will inspire others to embrace their duality and be true to themselves. I have really enjoyed collaborating with HUGO and having the platform to express my untapped story as the first Turkish-German fashion designer. This will open many doors.”
The HUGO x Les Benjamins collection will be available from July 11, 2024, in global HUGO stores, through wholesale partners, and online at hugo.com.
