HUGO SS21 collection shot by Oliver Hadlee Pearch The heritage of the brand meets the future

Modernity and tradition, respect and rebellion. The latest HUGO collection shot by photographer and filmmaker Oliver Hadlee Pearch seeks to combine apparently distant concepts to create a bold fashion that celebrates being yourself. While HUGO BOSS works in a more mature direction, HUGO always stays focused on the subcultural movements and with its collections the brand aims at celebrating creativity, diversity and self-expression.