With the logomania trend showing no sign of slowing down, this season marks the latest chapter in the HUGO Icons story. The free-spirited fashion brand demonstrates its ongoing evolution with a selection of maximalist styles for all genders.
Bold graphic treatments and IG-worthy prints feature throughout: a new “echo” logo; handwritten motifs in HUGO red; and the brand’s iconic manifesto, declaring defiance towards the status quo. The line-up of essentials features attention-grabbing hoodies, signature denim fits, and an array of footwear and accessories to match – from rubberized high-top sneakers and reflective backpacks, to statement caps.
The styles will be available to shop online and in HUGO Stores worldwide from mid-August, supported by a distinctive social media campaign using the hashtag #HUGOicons.