Hugo Boss launches HUGO Blue for SS24 with focus on denim

Adding to its younger HUGO line, Hugo Boss has today launched a new collection for SS24 under the name of HUGO Blue, which has denim at the core, along with streetwear and a variety of gender-neutral styles.

A new campaign has also been launched featuring both the mainline HUGO collection, which continues to focus on elevated casualwear and contemporary tailoring, and the debut HUGO Blue collection.

The accompanying campaign features talent from across the creative industries, including UK actress Jasmine Jobson, US rapper Teezo Touchdown, Chinese musician Rikimaru, US model and social media start Vinnie Hacker, German rapper Reezy and US model Cara Taylor.

The debut HUGO Blue collection includes jeans, denim skirts, jackets, trench coats, shirts, shorts and dungarees, as well as slouchy printed jersey staples and bold logo details. As expected, the colour palette is fittingly themed in various shades of blue, along with black and white.

New in the HUGO mainline for SS24 are modern takes on suiting, delivered in soft pastel hues, and a mix of sharply tailored and more fluid oversized silhouettes. There’s also metallic pieces, logo print separates, cropped tops and statement accessories.

A launch event in Berlin on 6 March 2024 will further amplify the impact of HUGO Blue. By tapping into the worlds of entertainment, the metaverse, and gaming, the evening "will offer an immersive experience that allows for physical and virtual self exploration".

The SS24 HUGO and HUGO Blue collections are now available to shop in-store and online.