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19.11.2013 | Fashion

INTO THE CUBE

White cubes on a white background. The backdrop: straight lines, complex, futuristic. The set for the campaign photo shoot for the new HUGO collection could be straight out of the New York Museum of Modern Art. In actual fact it was just a sideshow to the real star: the anniversary collection for the 20th anniversary of HUGO.

Offering modern looks, large-scale prints, sculptural silhouettes, and the typical HUGO red in combination with metallic, black, white and blue, the HUGO designers have delivered "Contemporary Design" at its best. Photographer Daniel Jackson, who this year for example shot Christy Turlington for the U.S. cover of Harpers Bazaar, staged the set up. Studio shoots are the Brit’s specialty – he manages to capture the unique, the special spark and give it an edgy, avant-garde look like no one else. No wonder, as he studied under renowned photographer David Sims. Instead of classic, well-known models Jackson selected interesting new faces, relatively unknown models, but for whom insiders foresee great potential, to go before his lens. This is how the two models Ian Sharp and Vanessa Axente (now even more sought after following the latest HUGO shoot) came to be the faces of the campaign. Ian comes from the USA and only started modeling two years ago. Hungarian Vanessa, followed her sister Benedetta into the model business. She’s now walking in fashion shows around the world and just posed for renowned fashion photographer Steven Meisel.

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