HUGO (temporarily closed) at Galeria Shopping center

There’s no right way, only your way.

It’s HUGO, but not as you know it. The brand is back with a new look and attitude that emphasizes individuality above else. Express yourself and answer this: How do you HUGO?

HUGO: #HOWdoyouHugo CAMPAIGN

The #HowDoYouHUGO campaign, also shot by acclaimed fashion photographer Mikael Jansson, features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. An actual couple in real life, this is the very first time Akech and SAINt JHN are featured together in a campaign.

In addition to the global campaign imagery, different social-first content layers connected to the worlds of dance and music have been produced in the form of behind the scenes, interviews, and TikTok challenges. This 360-degree campaign will be activated across all channels, leading with TikTok and Douyin, as well as with guerilla marketing, painted murals, and bus and tram coverage in several cities across the globe. Brand face, Big Matthew, choreographed a dance challenge, #HowDoYouHUGO, which will be amplified by 60 TikTok creators to create buzz and engagement across these platforms.

“Today, more than ever, it is important to go your own way, and this principle is the foundation of the HUGO brand platform. HUGO is a brand for young, unconventional, and progressive people who live life on their own terms,” Daniel Grieder adds.