Hugo x mr. bathing ape 2022 ad campaign photo

HUGO x Mr. Bathing Ape

Pre-Fall 2022 Ad Campaign

Review of HUGO x Mr. Bathing Ape Pre-Fall 2022 Ad Campaign with talent Marcel DeJean, Nubian Smith, and Dani Buck

Hugo bursts into the streetwear game with a new collaboration with Mr. Bathing Ape (the menswear-focused line of the iconically cool and influential Bape). The collab is celebrated with an energetic and youth-forward social media campaign.

The campaign unites the distinct and streetsmart energy of the collaborators’ homes of Berlin and Tokyo, capturing its eclectic cast of fashion-forward mid-size influencers (including Marcel DeJean, Nubian Smith, and Dani Buck) against collage backdrops that psychedelically combine the iconic architecture of these cities.

The accompanying video clips, perfectly engineered for TikTok and Instagram stories, pushes the brands’ connections to music, skateboarding, and other aspects of youth culture.

Following its rebrand, Hugo has been making a strong push to make itself the go-to brand for Gen-Z, and the partnership with an established streetwear legend like Bape is a smart and almost guaranteed way to quickly up the brand’s cool factor.

With a simple and energetic campaign that is sure to make a wide impact thanks to its wide-reaching cast of young influencers, the collection makes a fittingly bold arrival onto the scene.

Talent | Marcel DeJean, Nubian Smith, and Dani Buck


Senior Fashion Writer | The Impression
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