KEEPING AMBITION IN MOTION
Red Means GO continues. For Fall/Winter 2026, HUGO unveils the next chapter of its platform for a generation building their own path, on their own terms. Following the friction that sparks ambition, this season moves through the rhythm of everyday life, capturing a cast of creatives as they navigate the city, pursue their goals, and keep momentum alive. Starting was never the hard part. The challenge is staying the course. For Fall/Winter 2026, HUGO unveils the next chapter of Red Means GO, exploring what comes after the friction that sparks ambition — and what it takes to keep going.
Progress is rarely a straight line. Doubts creep in. Expectations grow louder. The world offers countless reasons to slow down, settle, or change direction. Through a new series of provocative messages, HUGO gives voice to those moments. "You have potential, but..." "Deep down, you know that's not how the world works." "Okay, but it's a very competitive industry..." The statements are familiar. So is the choice to keep moving forward.
Bringing this chapter to life are Aaron Altaras, Tereza Mundilová, Cato, Temitayo Famakinwa, and Nick Cheo — five creatives whose paths span film, photography, art, culture, and music. Different disciplines. Different journeys. Shared ambition.
Temitayo Famakinwa
Nick Cheo
Aaron Altaras
Cato
Tereza Mundilová
They showcase key pieces from the Fall/Winter 2026 collection, where sharp tailoring meets rich textures and a distinctly modern attitude. The new season presents a reimagined HUGO check, a Nappa leather jacket paired with tailored baggy-fit denim, sleek blazers and matching miniskirts, and structured coats with playful details.
Inspired by the spirit of the '90s and designed for today. Moving through the city with restless energy, and captured through candid imagery and film, our cast’s stories reflect the determination, resilience, and self-belief that define progress.
