After a first chapter devoted to the frictions that trigger ambition, HUGO continues its Red Means GO platform with a second instalment for autumn-winter 2026, refocused on what follows the spark: staying the course. The cast remains the same — Aaron Altaras, Tereza Mundilová, Cato, Temitayo Famakinwa and Nick Cheo — five international creatives brought together not for a shared fame but for the diversity of their paths, across cinema, photography, painting, exhibition curating and music.
The angle chosen by the brand contrasts with the usual imagery of fashion campaigns, generally built on displayed assurance. Here, a series of deliberately discouraging phrases — “You have potential, but…”, “It’s not really a job” — punctuates the visuals and the digital formats, like so many inner voices that each protagonist must learn to ignore. A device that gives the campaign a more psychological tone than one generally expects from a seasonal launch.
In terms of clothing, the menswear collection focuses on texture, with the HUGO check pattern reinterpreted in a winter palette, from tailoring to outerwear, and a nappa leather jacket with a shirt collar paired with raw black baggy jeans. For women, the collection favours long, lean silhouettes and clean cuts: single-breasted blazers in heritage fabrics, fine knits and structured coats with playful lapels — a collection that claims a 1990s spirit in a resolutely current attitude.
The choice of cast deserves a closer look: none of the five faces belongs to the world of pure modelling, each being identified first for their practice — a Berlin actor, a Czech photographer moving between Berlin, Paris and New York, a multidisciplinary London artist, an art curator, a bedroom DJ who went viral. HUGO is thus betting on cultural credibility rather than on the sheer power of image alone, a strategy increasingly common among brands seeking to stand out on platforms saturated with similar content.
Available now in HUGO boutiques, at wholesale partners and on hugo.com, the collection continues the path of a brand which, since its split from HUGO BOSS, has been seeking to assert an identity of its own, younger and more culturally rooted. It remains to be seen whether the bet on staged vulnerability will resonate more than displayed confidence without nuance — a calculated risk, in the image of the generation the campaign claims to represent.
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