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This Fall/Winter, HUGO makes the case for nonconformism with its latest campaign “Break the Box”

This season is all about self-expression, in true HUGO style. It’s not about what you wear; it’s about how you wear it.

Fashion reflects the times, and this season, HUGO adopts a more functional approach than ever before. Fall/Winter 2021 sees a sense of practicality emerge, courtesy of workwear-inspired silhouettes and new HUGO activewear. The brand explores new lines and textures, reimagining its iconic suits, and the utilitarian sensibilities they are known for. The brand’s new activewear offering echoes the main collection, with signature shapes adapted for sport and crafted from performance fabrics.

The unconventional collection is presented in a powerful new campaign, lensed by L.A. photographer Remi Lamandé. Shot across three European cities, the campaign stars a cast of inspiring talents, including painter Atusa Jafari, dancer Ahmad Kontar, model Christina Mamantzi and artist Patrick Mason.

Entitled “Break the Box,” HUGO’s latest campaign is an ode to nonconformism. Starting inside a red box, the talents are seen wearing a combination of styles across different occasions. The box then dissolves, leaving them free to discover the world around them – uninhibited and free from limitations. In the accompanying campaign film, each of the talents tells the audience about their own unique story and how they go against the grain in their everyday lives.

“There’s no right way to wear our clothes, only your way,” says Bart de Backer, Senior Head of Design for HUGO Menswear. “In this campaign, we wanted to spotlight individuals who do not allow society to put them in a box, whether that’s in terms of style, or the way in which they choose to live their lives.”

The Fall/Winter 2021 collection will be available from August 2021, in HUGO Stores globally and online at


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