HUGO x Replay:Dream Denim Collaboration

HUGO and Replay join forces to create a beautiful collaboration dedicated to self-expression and individuality with a unique denim collection.

Mixing in a blend of classic and trend-driven denim styles with easy-wear jersey pieces. HUGO x Replay presents clean and simple silhouettes designed to reflect one’s personal styles that describe them in the creative form of fashion. The denim styles feature a red label that combines the logos of both brands and was released as part of the Fall/Winter 2022 collection.

For Him, A classic denim jacket and straight-fit jeans in a light, medium, or dark wash, paired with an overshirt and matching jeans, create a ‘tailoring-meets-workwear’ look. Four crew-neck tees feature four distinct takes on the bold HUGO x Replay logo, while a garment-dyed indigo tee and matching hoodie round out the collection. In a nod to the collection’s fashion acumen, the women’s look includes a boy-fit jeans in three washes and a choice of relaxed, drop-shoulder tees paired with a trend-driven cropped jacket with raw edges and matching balloon-fit jeans.

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With a collaboration this unique, there’s bound to be some frenzy in the social media world, and TikTok, which eventually became the main platform, is no exception. To promote the launch, a number of TikTok Influencers starred in a playful campaign shot in London. Each person demonstrated how they would style and incorporate the pieces into their everyday wear, styling them with accessories to express themselves through fashion. As word spread, a #HUGOReplay hashtag challenge circulated among tiktokers as well, with exclusive filters, effects, and transitions to create TikToks featuring the denim and demonstrating how HUGO x Replay is all about expressing your inner creativity, individualism, and self-expression.