Thanks to Pierre Winther's idea of models not only as pretty faces but as personalities, the HUGO campaign holds that unique intensity. It shows the sought-after Werner Schreyer as what he is: the smart and cheeky personification of individualism with a twist of edginess. That's why his portraits perfectly match the brand's message about self expression, confidence, and freedom. "Don't Imitate, Innovate" is a campaign shot for HUGO men.