A breath of fresh air blows through HUGO
for its new Spring/Summer 2017 advertising campaign, exploring the hyper-connected world of 15-34 year-olds.
Photographed in the arid California desert,
the HUGO campaign enters a new digital dimension, set amidst a natural landscape
with a virtual backdrop of blurred pylons and pixilated flashes of light.
The campaign features portraits of personalities from the worlds of art, music, film and fashion.
Musician Soko; supermodel and actress Devon Aoki; artist Alexandra Marzella alongside her friend, photographer Jasper Briggs;
stylist and entrepreneur Luka Sabbat; models Anwar Hadid, Kiki Willems and Felix Gesnouin;
and twin brothers Wyatt and Fletcher Shears from The Garden.
This generation represents the Millennials, for whom technology is innate and ubiquitous.
The campaign was shot by Harley Weir, an internationally-renowned photographer best known for his raw, intimate images.
Short videos feature Harley Weir in conversation with this interactive cast.
It offers a more intense look at each personality and a unique, unexpected perspective.
Millennials set the scene for the new HUGO Spring/Summer 2017 collection.
Unveiling minimalist silhouettes mixed with bold style,
they borrow the codes of innovative technologies with 3D printing.
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