Last Thursday we went to London with our friends from HUGO to celebrate the 20-year anniversary of the global brand from Germany in the renowned Saatchi Gallery. We did so with the indicators of the winning class: Champaign and arts.
According to the motto “Red Never Follws” HUGO creative designer and silverback Bart de Backer selected 20 so-called “iconic items” from the HUGO history and reinterpreted them. Simultaneously 20 international artists created their personal vision of “Red Never Follows”
We had a chat with Bart about the brand HUGO that is positioned as the avant-garde brand within the HUGO BOSS group. Additionally, we dragged artist Steffen Seeger in front of the camera who explained to us how the red line, the logo for the 20-year anniversary, came about.
Von: Carl Jakob Haupt