HUGO's tailoring meets the Los Angeles label's utilitarian minimalism in a menswear and womenswear capsule, with a campaign film to match.
A blazer with a pleated back is a small detail that changes how a whole jacket moves, and it is the signature of the new HUGO x Entire Studios capsule. The collection pairs HUGO’s modern tailoring with the minimalist, utilitarian eye of the Los Angeles-based label. It covers menswear and womenswear, and a campaign film arrives with it.
The starting point is what HUGO calls the fearless energy of early ambition. Entire Studios brings its signature approach to proportion and modern dressing. HUGO brings its tailoring expertise. The result is a directional wardrobe of futuristic suiting, statement outerwear and elevated separates, built around sculptural silhouettes and considered construction. The pieces look bold and are meant to be worn easily. The collection balances bold design with effortless wearability, and it leaves room for each wearer’s own reading of it.
“We wanted to explore what contemporary tailoring can become when you approach it with a different mindset,” says Marco Falcioni, SVP Creative Direction at HUGO BOSS. “The collection brings together the worlds of HUGO and entire studios through proportion, experimentation, and a shared belief in creating something distinctive.”
Volume, with a plan
The menswear starts with the suit and then loosens it up. A herringbone wool blazer comes with matching tailored trousers, and the two together have an architectural bearing. A structured wool overcoat and a statement shearling jacket add dramatic volume and textural depth. A heavyweight cotton-twill jacket gives the lineup a functional edge. Refined knitwear and jersey separates handle the easy end of the spectrum, lending ease and adaptability.
The womenswear plays with the tension between structure and softness, using sculptural proportions and fluid draping. A slightly oversized blazer and matching coat share structured shoulders and that pleated back. Voluminous trousers go further, with exaggerated silhouettes, satin detailing and engineered drape effects. Two dresses bring the softness: one a draped cape dress, the other a fluid mix of satin and chiffon. A sharply tailored pencil skirt and a fitted rib-knit jumper with darted shaping keep things precise. An oversized down-filled bomber, with its utility-inspired edge, completes the wardrobe.
Taken together, the pieces make a case for contrast. A cape dress and a pencil skirt sit in the same capsule, and so do a shearling jacket and a satin trouser. Nothing in the range needs to be explained to be wearable.
Styled by you
HUGO and Entire Studios don’t dictate one way to wear the collection. They invite what they call individual curation. The sculptural outerwear is designed to layer over everything else, and the futuristic suiting can be styled with a more relaxed, street-influenced attitude. The pieces are curated to work together, and each is built to make an impact alone. If you buy only the overcoat, the idea still holds.
For HUGO, the capsule is another step in the evolution of its tailoring proposition. It brings a more directional perspective to the category while reinforcing the brand’s heritage. The audience in mind is a next-gen one, looking for singular pieces that combine strong design with versatility, precision with attitude, and structure with freedom. It is a fitting way for a house known for suiting to show that the category still has room to move.
Watch the film
The campaign film carries the same spirit of sharp lines and loose confidence. Watch the HUGO x Entire Studios ad on YouTube to see how the proportions behave in motion, which is where a pleated back and a draped satin trouser do their best work.
The HUGO x Entire Studios collection will be available at selected HUGO locations worldwide, on Hugo.com, and through wholesale partners.