HUGO has teamed up with Istanbul-based brand Les Benjamins to unveil a Fall/Winter 2024 capsule collection that explores the theme of interculturality. The collaboration fuses Eastern and Western influences and celebrates cultural dialogue and storytelling through an 18-piece collection that includes men’s, women’s and gender-neutral styles.
Founded in 2011 by designer and photographer Bünyamin Aydin, Les Benjamins has become a pioneer in luxury streetwear, fusing Turkish heritage with modern culture. The HUGO x Les Benjamins collection pays homage to this intricate global narrative, combining bold Middle Eastern aesthetics with HUGO’s contemporary tailoring expertise.
The menswear line features standout pieces like a raw-edged co-ord, a varsity bomber jacket, a boxy double-breasted suit and casual essentials like graphic tees and a swan-print sweatshirt. For women, there is a tailored blazer and matching skirt co-ord, wide-leg pants, tank tops, hosiery and a modern take on the classic white shirt. The gender-neutral segment features a bold black trench coat and a casual bucket hat.
Recurring symbols throughout the collection speak to a narrative of love, unity and trust. A sketched swan emblem represents the unity between Turkey and Germany, while embroidered rose details signify enduring love across distances. The double key insignia honors the resilience of the “Key Kids,” the children of guest workers who returned to empty homes while their parents worked, and symbolizes the collection’s ambition to open doors for the next generation.
Marco Falcioni, SVP of creative direction at HUGO BOSS, describes the collaboration as “a vibrant exploration of cultural intersections, where the rich heritage of Istanbul’s streets meets HUGO’s self-expressive style.” He emphasizes that the collection is more than a fusion of aesthetics; it’s a dialogue between traditions, a blend of histories, and a bold statement about the power of fashion to bridge worlds and inspire people around the world.
Bünyamin Aydin, founder of Les Benjamins, shares a personal connection to the collaboration, paying homage to his immigrant grandparents whose journey from Turkey to Germany in the 1960s shaped his identity. He expresses his hope that the capsule will inspire others to embrace their duality and be true to themselves, while also expressing his gratitude for the opportunity to collaborate with HUGO and share his untapped story as the first Turkish-German fashion designer.
The HUGO x Les Benjamins Fall/Winter 2024 collection is available at HUGO stores worldwide, through wholesale partners and online at hugo.com.
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©Photo: HUGO BOSS / Nina Raasch
