HUGO – Dazed Spring 2025
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The pipeline from the For You page to the actual magazine page is increasingly common. From Alex Consani to Wisdom Kaye, there is no shortage of models who are skipping getting scouted in shopping centres and taking more non-traditional routes into the industry. Jean Carlo León, better known as Jashlem, is among the generation of TikTok stars making a name for themselves in fashion.

HUGO FORWARD slim-fit suit jacket in wool-blend twill

HUGO FORWARD slim-fit suit jacket in wool-blend twill

£389.00

With a minimalist design, this men's suit jacket from HUGO is a modern take on a classic. It's cut from a lightweight, breathable, wool-blend fabric that moves easily with you. Slim fit. Softly tailored shoulders for a more relaxed feel. For a clean look, its exterior pockets are concealed. Pair yours with the coordinating trousers.This product is partly crafted with HeiQ AeoniQ™, a revolutionary cellulosic yarn, made from wood pulp, that is an alternative to microplastics such as polyester.
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With over 50 million followers across all his platforms, the Colombian model and content creator first gained fame on TikTok. Known for his sharp features, lip-syncing and streaming, he’s transitioned from viral videos to high-fashion campaigns. Now, he fronts a special editorial from Dazed Spring 2025, shot by Bea De Giacomo and styled by Sasha Harris, wearing entirely looks from HUGO’s SS25 collection.  

Oversized-fit shirt in python-print poplin

Oversized-fit shirt in python-print poplin

£119.00

In soft poplin for comfort, this HUGO Menswear shirt has a statement python motif. Cut to a roomy fit for a casual silhouette. This product is made with cellulose fibres, derived from natural raw wood material and sourced from responsibly managed forests. HUGO cooperate with external organisations to ensure respectful treatment of virgin and endangered forests.
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Modern-fit shorts in a stretch-wool blend

Modern-fit shorts in a stretch-wool blend

£129.00

Create contemporary business looks with these modern-fit HUGO Menswear shorts. Tailored in a super-stretch wool blend with front pleats and a comfortable waistband.
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At the core of the collection is The GO Suit, HUGO’s take on adaptable tailoring designed for different occasions. Made without the stiffness, the tailor wear in the collection is for all genders and allows wearers to have garments that can be styled to be both formal and casual.

Mask-style sunglasses with red shaded lenses

Mask-style sunglasses with red shaded lenses

£150.00

With a racing-inspired mask design, these HUGO Menswear sunglasses are engineered with two-tone rubber end-tips. Statement coloured lenses. Temple logo detail.
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Elsewhere, HUGO’s sustainability push is also on display with HUGO FORWARD, a new initiative spotlighting the brand’s first HUGO garments made with HeiQ AeoniQ™, a plant-based fiber designed to reduce reliance on polyester.

Black sunglasses with two-tone temples

Black sunglasses with two-tone temples

£125.00

Make a statement with these black HUGO Menswear sunglasses, designed with pops of red for fresh styling. Lightweight acetate and rubber. Adjustable end-tips.
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From the collection’s special eyewear drop to suits, shorts and blazers, shop key pieces from HUGO SS25 throughout the article to recreate León’s looks. Head to the gallery above to see images from the shoot.