Guyanese-American Rapper SAINt JHN Fronts New HUGO Campaign

Streetwear is coming

Guyanese-American Rapper SAINt JHN Fronts New HUGO Campaign

A Fall/Winter 22 campaign for HUGO fronted by Guyanese-American rapper SAINt JHN, Korean rapper Big Matthew, and American model and singer Selah Marley continues the edgy intentions it announced via its successful brand refresh earlier this year.

While both SAINt JHN and Big Matthew were already part of the HUGO ambassadorial family, Marley (the daughter of singer/songwriter Lauryn Hill) is a new addition, creating a trio known for their unique style and approach. This is no accident. The brand’s social campaign #HUGOYourWay (geddit?) is pushing for rebellious style and daring attitudes across all areas of life. Well, probably fashion mainly, but the point stands. Be your own person, go your own way, wear a fly fit from HUGO. We’re into it.

SAINt JHN - Hugo Boss

When it comes to the new collection the information is a little thin on the ground right now. However, expect a deeper dive into denim and some more great collabs (it currently has a collection with A Bathing Ape). Key colours will follow the signature red, white and black, while the introduction of a HUGO monogram will feature from sweatshirts to footwear.

Big Matthew - Hugo Boss

For those who didn’t know, and are potentially wondering where the BOSS has gone from HUGO, well Hugo Boss now exists as an overarching brand, with sub-brands that sit beneath it. While BOSS is all about fine tailoring and classic lines, HUGO is aimed at a Gen Z crowd with casual fits, streetwear stylings and futuristic TikTok-friendly videos with big name content creators. In fact, just to prove the brand’s social power, January’s successful refresh resulted in big numbers: 1.9 billion impressions and 75 million engagements across social media channels in just one day, to be exact.

Selah Marley - Hugo boss

The new digital-led campaign represents just another pivotal moment for Hugo Boss in a rapidly changing fashion industry, with the HUGO brand in particular being central to a focus on the younger customer groups that could be vital to future successes.