In 2022, HUGO engaged The Cast to support them in one of their key collaboration launches; HUGO x Mr Bathing Ape. The collaboration marked a significant part of the brand’s new positioning; a move toward a younger, culturally discerning, street-fashion-loving audience. A community that needed an introduction to the brand, or had misconceptions about its design aesthetic and values. To answer the challenge, The Cast employed an influencer strategy that ensured the collection was seen first on some of the most revered and loved fashion influencers, driving both awareness and desirability within the right community.
An event was held, co-hosted by retail partner FLANNELS, with a performance by British rapper M Huncho; an artist selected due to his connection to the target audience of the brand. A diverse range of super-connected, fashion-forward nano, micro and mid-sized influencers were secured to attend and create content including Adam Rhazali, Nathan Hopkinson, Kanaan Pitan, Jess Alexander and Edie Rose.
