[CS007] HUGO x REPLAY 2023: Creating new connections in a saturated space.
CHALLENGE
Launch Hugo's first ever denim range to the fashionable youth that turns their curiosity into real engagement.
UNORTHODOX APPROACH
Inspired by the collaboration's marriage of high fashion with high street, we let culture bridge the gap between brand and audience, and hacked a social trend that taps into this mix-match approach.
"We gave creative control to Gen Z changemakers who are shaping digital norms in that space."
CRAFT AND COLLABORATION
#HUGOREPLAY reimagined the collection through the eyes of the creators - giving them their moment to replay their daily wardrobe routine, to reinvent each piece by their rules, inspiring audiences to style denim their own way.
RELEVANCY
We received in return a nuanced collection of styles from those shaking it up - TikTok engagement soared and users shared their own GWRM replays, showing the power of handing over the reigns.
