Hugo Boss is enhancing its commitment to sustainability this spring in a new campaign for its Hugo brand.
The campaign, which will be in two parts, focuses on Hugo Forward, a new platform that highlights innovation and is centered around limited drops. The first drop will be three tailored styles created with plant-based HeiQ AeoniQ, a recyclable cellulose yarn made from wood pulp that offers performance attributes comparable to synthetic fibers.
The men’s suit separates include a single-breasted blazer, casual jacket and trousers in black in a blend of wool and HeiQ AeoniQ that are designed to be mixed and matched. The suits are the first to go to market using this fiber, according to the company.
Marco Falconi, senior vice president of creative direction for Hugo Boss, said the collaboration with HeiQ AeoniQ “is critical to replacing polyester and nylon fibers with more sustainable, circular alternatives.”
He said Hugo Boss has worked with HeiQ AeoniQ in the past, creating two trenchcoat styles, one for men and one for women, along with a gender-neutral bomber jacket for the fall show in Milan in September 2023. A sneaker followed in August of 2024.
Falconi said that while Hugo Boss “played a pivotal role in the development and promotion of HeiQ AeoniQ and was granted exclusive usage rights initially, “with the growing recognition, other companies are starting to integrate this yarn into their products as well, which is beneficial as it supports the entire industry to become more sustainable.” Hugo Boss invested $9 million into the green textile company in 2022.
But exclusive or not, he said the company is already working on future drops with HeiQ AeoniQ yarn. “We’re also continually working with HeiQ on improving the technical performance and wearing experience of our HeiQ AeoniQ pieces,” he said.
Carmen Danner, director of business development for HeiQ AeoniQ, described the product as “the next generation of cellulosic filament yarns after viscose and lyocell with a better environmental footprint, a bio-based production process and a high performance of the fiber itself.” It is marketed as an alternative to nylon and polyester.
Danner said the current product is made with wood pulp, but the process allows for flexibility and can turn all sorts of cellulosic waste into strong fibers. In addition to apparel, the yarn is also used in home textiles and automobiles.
To promote the collection, Hugo Boss worked with photographer Dan Jackson under the creative direction of Trey Laird and his agency, Team Laird, to focus on the adaptability of the suits.
In the video, Jean Carlo Leon, a TikTok star and influencer, struts between a series of red rooms dressed alternately in a suit, a snug tank top, chunky leather boot, printed short-sleeve shirt and tailored shorts. The overline in the video is “The Go Suit.”
Womenswear is also featured in the spring campaign.
DAN JACKSON
For the women’s part of the campaign, a female model in a white three-piece suit is also pictured in the rooms and the camera zooms in on her belt, strappy heel and cropped vest. Her outfit is from the Hugo spring collection, not the HeiQ pieces.
Hugo will promote the campaign on social media, collaborating with content creators who are known for their adaptability and personal style. And at the company’s Milan store, an interactive hologram will be installed in the windows of Leon wearing key looks.
A second chapter will be created later this year for the fall collection drop.
