The Unifying Force of Art and Narrative.
Hugo brings a new collection that explores the idea of interculturality—specifically, the intersection of Eastern and Western cultures—in collaboration with the Istanbul-based streetwear label Les Benjamins. The two companies' relationship is a celebration of cultural dialogue, common ground, and the unifying force of art and narrative, which transcends mere economic partnerships.
The creative design philosophy and engaging narratives that merge Turkish history with current culture have propelled Les Benjamins, created in 2011 by photographer and designer Bünyamin Aydin, to become a top luxury streetwear brand. Hugo injects the partnership with Les Benjamins with its illustrious craftsmanship, known for its outstanding tailoring and unique street style.
Hugo x Les Benjamins is a tribute to the rich tapestry of diversity that is the foundation of our common past. This capsule collection of streetwear and accessories draws inspiration from a classically fitted style that combines Hugo's present-mood tailoring with various and bold Eastern influences.
The eighteen items provide chic alternatives for people of both sexes or who choose to maintain their gender nonconformity. A raw-edged co-ord, a bomber jacket reminiscent of varsity, and a boxy double-breasted suit are among the men's top pieces. Graphic T-shirts and a swan-themed sweatshirt are available for a more laid-back vibe. Among the bold items in the women's collection are hosiery, wide-leg slacks, tank tops, a contemporary take on the classic white shirt, and a fitted blazer and skirt combo. An edgy black trench coat and a bucket hat are on display in the capsule's non-binary area.
Symbols that appear again and again throughout the collection provide a message of unity, faith, and affection. The sketched swan insignia stands for the unity of Turkey and Germany, while the embroidered rose details symbolise the everlasting love that brings families and lovers together, regardless of distance.
As a nod to the tenacity of the "Key Kids" (the descendants of Gastarbeiter who would proudly wear their home keys around their necks), a double-key insignia prominently displays itself. By going back to empty residences while their parents were at work, they demonstrated independence and maturity at a young age. The double-key emblem represents strength and drive, as well as the capsule's goal of enabling future generations to write their own stories.
The distinctive Hugo x Les Benjamins logo tag adds the final touch to every piece, strengthening the complex designs and uniting the whole collection under the banner of creative genius.
With the capsule comes an inspiring advertisement that explores what it's like to be a Turkish youngster in Germany. The creative collective for the campaign, which Nina Raasch and Furkan Cetin shot in Berlin, consists of visual artist Azama Bashir, writer and creative Arinc Cemal, photographer Nina Raasch, rapper Apsilon, models Tijen Ekici, Kisha Hahn, and Simo Baakoun, as well as the photographer Nina Raasch herself.
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