HUGO and Les Benjamins Unveil Their Latest Collaboration
For the Fall/Winter 2024 season, HUGO is teaming up with Les Benjamins to unveil a collection that delves into interculturality, blending Eastern and Western influences. This collaboration celebrates shared histories, cultural dialogues, and the power of creative storytelling.
The HUGO x Les Benjamins collection is a tribute to the rich, global narrative. By combining bold and eclectic Eastern aesthetics with HUGO's modern tailoring, this capsule of streetwear and accessories goes on a journey inspired by history and curated by culture.
The 18-piece collection features men’s, women’s, and gender-neutral styles. In menswear, highlights include a raw-edged co-ord, a varsity-style bomber jacket, and a boxy double-breasted suit, along with laid-back pieces like graphic t-shirts and a swan-motif sweatshirt. The womenswear includes a tailored blazer and matching skirt co-ord set, wide-leg pants, tank tops, hosiery, and a contemporary take on the classic white shirt. The gender-neutral items feature a striking black trench coat and a casual-cool bucket hat.
Throughout the collection, recurring symbols tell a story of love, unity, and trust. A sketched swan emblem represents the unity between Turkey and Germany, while embroidered rose details symbolize enduring love that transcends distance. A double-key insignia acknowledges the strength of the "Key Kids" – children of Gastarbeiter who demonstrated independence and responsibility from a young age. This emblem honors their resilience and symbolizes the capsule’s aim to unlock doors for the next generation, encouraging them to create their own narratives. Each piece in the collection is marked with the HUGO x Les Benjamins logo tag, uniting the collection under a banner of collaborative excellence.
The launch is accompanied by a campaign that explores the experience of growing up Turkish in Germany. Captured in Berlin by Furkan Cetin and Nina Raasch, the campaign features intimate portraits and videos highlighting different personal narratives. The cast includes rapper Apsilon, models Tijen Ekici, Kisha Hahn, and Simo Baakoun, performing artist Azama Bashir, and writer and creative Arinc Cemal.
The HUGO x Les Benjamins collection is now live in global HUGO stores, through wholesale partners, and online.
