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This season, the phrase “control the future” is incorporated across T-shirts, sweatshirts and more, inspiring a new generation to go their own way
Streamlined shapes and new chevron interpretations: presenting the second release of HUGO x Liam Payne.
Your guide to unconventional guest style is here. Discover our edit of event-ready looks, together with advice on what to wear them for.
Explore our occasion edit full of unique womenswear styles, designed to make you stand out from the crowd.
Upgrade your summer wardrobe with this season's high-impact styles, decorated with block lettering and handwritten logos.
Your new daily companion. Presenting sleek new timepieces for him and her.
Modelled by Liam Payne and Stella Maxwell, we present our new eyewear collection that celebrates Berlin’s signature street style.
Upgrade your everyday. This season, discover playful power suits, statement office dresses and more from HUGO Womenswear.
Suited and booted for summer. Find a suit for every style and occasion with the new collection from HUGO Menswear.
The iconic HUGO Man fragrance delivers an energising hit of green apple and fresh forest notes for an invigorating scent that inspires you to live life on your terms
Bohemia is back. The new womenswear collection features pop colours and pinstripes, trench coats with unique details and denim styles with vintage flair.
Seize the day. Liam Payne stars in the campaign for new HUGO NOW, the latest addition to the HUGO fragrance family.
This season, red waistbands and bold logos add impact to our signature bodywear designs. Liam, not included.
Championing creativity, we present a new capsule of menswear pieces dedicated to music and visual icon, David Bowie
This season, we introduce a capsule of womenswear essentials that pays tribute to David Bowie and his inimitable style
