HUGO’s New Campaign Is for Anyone Who’s Been Doubted

27 minutes ago in StyleThis content has been paid for by an advertiser. If you'd like to appear on Highsnobiety, contact: advertising@highsnobiety.com.(Sponsored Story)HUGOParis has its own rhythm, and you have to keep up. From racing for the Metro to cutting through the Marais in search of something new, the city is always moving. It’s a fitting setting for HUGO’s Fall/Winter 2026 collection. The heartbeat of Red Means GO, HUGO’s campaign platform launched last season, comes from five trailblazing talents, each bringing their own perspective. The campaign explores what it takes to pursue your own path in photography, art, curation and music, navigating expectations, embracing uncertainty and finding the confidence to keep going. Four of these talents took part in the Highsnobiety shoot, sharing their approaches to creativity, self-expression and forging their own paths, bringing their own perspectives to that journey, with Paris providing a backdrop that feels like an extension of their lives.For photographer and director Tereza Mundilová, working between Berlin, Paris and New York, that instinct begins before the camera even comes out: “Before I take a photo, I see it in my head. For me, photography is always about what you see or what you dream of.”Creatives whose paths are shaped by experimentation rather than a fixed destination. For London-based artist and musician Cato, that freedom means moving between disciplines while following the instinct behind an idea. “Most of my ideas are visual. I love to flesh them out into a video or an animation, but it’s easier to get them down as a painting. With music, I just start playing and see what comes out.” His creative process also involves a degree of distance from the worlds he depicts. “Even though my work is about groups of people, I’m kind of the voyeur. I’m the one looking at them.”HUGO’s mix of sharp tailoring and more relaxed, expressive pieces reflects a similar freedom to move between worlds without being defined by just one. Rather than committing to a single medium, Cato follows ideas across painting, animation and music, allowing each to find its own form. Temitayo Famakinwa works across art curation, media and digital culture, including content and social strategy for Saatchi Yates exhibitions. His practice connects established cultural institutions with new ways of reaching audiences. That willingness to move into unfamiliar territory is personal, too. After leaving neuroscience, Famakinwa chose to pursue a future in the arts, despite the uncertainty and the doubts of those around him. “Staying true to myself meant taking the leap, even if people around you might take some time to catch up.”DJ and creative Nick Cheo takes another route, building an audience through genre-blending mixes that pair humour with a broad musical vocabulary. Having attracted attention from artists including Tinashe, Zack Bia and Verdy, and recently supported PinkPantheress on her North American tour, he continues to shape a distinctive place within contemporary music culture. For Cheo, keeping that momentum going comes down to trusting the experience he has already gained: “Everything you’ve done in your past is proof that you’ve done it once, so you can just do it again. And that applies to everything.”Together, the four talents give Red Means GO its meaning. Their backgrounds differ, but each reflects the ambition to keep evolving, crossing disciplines and creating opportunities on their own terms. The clothes become part of that expression: relaxed denim and leather bring an instinctive edge, while considered tailoring offers structure without imposing a uniform. Whether it means following a visual instinct, stepping away from a familiar career or trusting the lessons of the past, their stories suggest that finding your own direction is less about having everything figured out than having the confidence to take the next step. For HUGO, Fall/Winter 2026 is about making familiar formulas feel personal again. ’90s tailoring, utility details and substantial textures provide the foundation; unexpected combinations and individual styling give them a contemporary perspective. In Paris, where every route leads somewhere different, the collection finds its natural rhythm.The collection follows a similar instinct, taking familiar wardrobe codes and pushing them somewhere new. ’90s tailoring sets the foundation, reworked through relaxed proportions, utility influences and tactile winter fabrics. In menswear, HUGO check, herringbone and structured outerwear meet Nappa leather, sateen and ribbed wool. A brown leather jacket with workwear-inspired chest pockets, worn with baggy black denim and a slim turquoise shirt, balances practicality with a more expressive edge. Elsewhere, a dark-grey herringbone jacket and pleated trousers bring a relaxed attitude to traditional tailoring.Womenswear explores the same tension between structure and freedom, combining sharp ’90s silhouettes with hints of ’60s alpine dressing. Strong shoulders, hourglass shapes, leather and cashmere-blend outerwear create a confident foundation. A sculptural blazer with rhinestone detailing and kick-flare trousers adds a note of individuality, while an oversized brown biker jacket, ribbed knitwear and straight-leg Japanese denim offer a more understated take. Across both collections, rich textures and a restrained palette of brown, black, mushroom and tinted white are punctuated by lacquer red.The HUGO Fall/Winter 2026 collection is available worldwide through HUGO stores, wholesale partners and online at hugo.com.