HUGO SS21 collection shot by Oliver Hadlee Pearch

Modernity and tradition, respect and rebellion. The latest HUGO collection shot by photographer and filmmaker Oliver Hadlee Pearch seeks to combine apparently distant concepts to create a bold fashion that celebrates being yourself. While HUGO BOSS works in a more mature direction, HUGO always stays focused on the subcultural movements and with its collections the brand aims at celebrating creativity, diversity and self-expression.

The men's and women's collection continues the path undertaken on the legacy of the brand, with tailored suits revisited in a modern and renewed key. The collection also sees the collaboration with the tattoo artist Jun Matsui and the calligraphic artist Shin-Rei tapped to create new graphics then used on the pieces. The campaign, entitled Borderless, was shot by photographer and filmmaker Oliver Hadlee Pearch, taking inspiration from the idea of youth culture between Berlin and Tokyo, choosing seven different models: Prithvi Balwantsingh, Fiyori Gheb, Jana Julius, Celina Ralph, Hans Reichow, Ludwig Wilsdorff and Kicki Yang Zhang.