HUGO is set to unveil an exciting collaboration with Istanbul's Les Benjamins for Fall/Winter 2024, merging Eastern aesthetics with HUGO’s signature street style. Founded by Bünyamin Aydin in 2011, Les Benjamins has made waves in luxury streetwear by seamlessly blending Turkish heritage with contemporary culture, emphasizing compelling narratives and unique design philosophies.

The partnership marks a significant celebration of shared histories and cultural dialogues through fashion. The 18-piece collection spans men’s, women’s, and gender-neutral styles, featuring standout pieces such as raw-edged co-ords, varsity-style bomber jackets, and boxy double-breasted suits for men. Women’s offerings include a coordinated set with a tailored blazer and matching skirt, alongside wide-leg pants and modern reinterpretations of classic staples like the white shirt. Gender-neutral highlights include a striking black trench coat and a casual-cool bucket hat.

Throughout the collection, symbolic iconography tells stories of unity, love, and resilience. A sketched swan emblem symbolizes unity between Turkey and Germany, while embroidered roses represent enduring love despite distance. The double-key insignia pays homage to the "Key Kids," children of Gastarbeiter who demonstrated independence and responsibility from a young age. Each piece is united under the HUGO x Les Benjamins logo tag, showcasing collaborative excellence.

Marco Falcioni, SVP of Creative Direction at HUGO BOSS, describes the collaboration as a vibrant exploration of cultural intersections. It merges Istanbul’s vibrant heritage with HUGO’s self-expressive style, offering wearers a stylistic journey inspired by history and curated by culture. This collection not only celebrates creative expression but also emphasizes the power of fashion to bridge worlds and inspire individuals globally.