Hugo Spring 2023 Ad Campaign Review

Review of Hugo Spring 2023 Ad Campaign by Creative Director Trey Laird and Photographer Stuart Winecoff with models Evan Mock, Tinashe, and Bella Poarch

For Spring 2023, Hugo calls on talented icons of the younger generation to imbue its refreshed vision of individuality and expressive energy with vibrant personality. The campaign was led by creative director Trey Laird and captured by photographer Stuart Winecoff.

While the previous Hugo campaigns we’ve seen since Hugo Boss’ reset and rebrand have been in-studio affairs, this latest chapter makes a welcome departure and brings things out onto the streets, upping the brand’s ethos of youthful and defiant energy.

But these outdoor scenes are still distinctly punctuated by Hugo’s signature color scheme of red, black, and white via smart set design moments. The palette echoes across the looks effortlessly styled by the campaign’s trio of talented and trendy young stars – singer and actor Tinashe, actor Evan Mock, and TikTok star Bella Poarch – who each form smart casting choices to expand the world of Hugo in new directions with their own distinct persona.

It’s good to see Hugo step out of the studio and bring its youthful vision into a more stylish and grounded expression of real-life cool, smartly supporting it through well-chosen and distinct casting.