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Hugo SS17 campaign, The Millennials

fashion & styletrends

26 January

A wind of freshness blows on HUGO for its new advertising Spring / Summer 2017 campaign exploring the hyper connected universe of 15-34 years. Photographed in the arid desert of California, the HUGO campaign enters a new digital dimension and settles in the middle of a natural landscape with the backdrop of a virtual scenery consisting of blurred pylons and fragments of pixelated lights.

The campaign features portraits of personalities in the field of art, music, cinema and fashion. The musician Soko; The top-model and actress Devon Aoki; Artist Alexandra Marzella alongside her friend photographer Jasper Briggs, stylist and entrepreneur Luka Sabbat; The models Anwar Hadid, Kiki Willems and Felix Gesnouin; And the twin brothers Wyatt and Fletcher Shears of The Garden.

This generation represents the Millennials, for whom technology is innate and ubiquitous.

The campaign was made by Harley Weir, an internationally renowned photographer notably known for his raw and intimate performances. Short videos present Harley Weir in full conversation with this interactive casting. It thus offers a more intense look at each personality and a unique perspective And unexpected. The Millennials showcase the new HUGO Spring / Summer 2017 collection. Unveiling minimalist silhouettes mixed with bold styling, they borrow the codes of innovative technologies with a 3D print.