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HUGO x Replay denim collaboration collection launches with TikTok campaign

Tom Bottomley
30 September 2022

HUGO, the younger of the Hugo Boss brands, has just launched a collaboration capsule collection with Italian denim specialist Replay, with a TikTok “social-first campaign”.

Bringing together a mix of classic and trend-driven denim styles with easy-to-wear jersey pieces, HUGO x Replay presents clean and simple silhouettes “designed to be interpreted by the wearer to reflect their personal style”.

Launched as part of AW22, each style features a signature red label that brings together the logos of both brands.

The capsule is developed in certified organic cotton fabrics throughout and, for men, there’s a classic denim jacket, straight-fit jeans - in a light, medium, or dark wash – an overshirt, garment dyed indigo T-shirts and a hoodie. For women there’s “boy-fit” jeans in three washes and a choice of relaxed, drop-shoulder Tees, a cropped jacket with raw edges and matching balloon-fit jeans.

TikTok creators Oluwanifewa Agunbiade, Louis Powell and Isla Loba star in the playful social-first campaign, shot in London, to mark the launch. Each individual shows how they incorporate the collection into their day, putting together a series of different outfits by adding their own accessories and styling pieces.

TikTok is also offering a branded “Replay Your Day” rewind effect released to mark the launch. Creators can use the effect to “create dynamic and immersive content” as they switch up the collection from day to night.

As word spreads about the collab, a #HUGOReplay hashtag challenge will give all TikTokers access to the exclusive rewind effect, branded graphics, and audio assets – an invitation to play with filters and transitions to create fresh and fun TikTok posts “that inspire new ways to style denim”.

The new collection is now available in HUGO and Replay stores worldwide, as well as on the websites of both brands.

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