“HUGO x Les Benjamins is a vibrant exploration of cultural intersections, where the rich heritage of Istanbul's streets meets HUGO’s self-expressive style,” says Marco Falcioni, SVP of Creative Direction at HUGO BOSS. “This collaboration is more than just a merging of aesthetics; it's a dialogue between traditions, a blend of histories, and a bold statement on the power of fashion to bridge worlds and inspire individuals across the world. Embracing Les Benjamins' unique viewpoint and HUGO's innovative design DNA, we've created a collection that celebrates the spirit of discovery, the joy of creative expression, and the shared journey of interculturality.”

Q1. At what point did you realize that a career in design was your calling, and was this aspiration always a part of your journey?
Design was always calling me, but I wasn’t paying attention to the signals. Growing up in Germany as an immigrant child was already a challenge by itself. My Turkish parents did not want me to study fashion design, as any creative study felt limiting to them; they wanted me to have a bright future. At age 21, when I designed my first Les Benjamins collection in university, I realized that I needed to quit and pursue my fashion design journey as a storyteller.

Q2. What motivated you to establish this brand, and what were the core inspirations that shaped its vision and direction?
I wanted to give a voice to Eastern youth, and I’m also interested in diaspora. My collection “Herzlich Willkommen” was one of my favorite seasons as it summarized everything from design to storytelling, symbolism, and giving back to my grandparents. Identity is important, but having a globally cultured vision is just as crucial. Every human has the right to live the way they want to live.

Q3. What drives your ongoing commitment to this brand, and what inspires you to continually innovate and evolve its identity?
Seeing people hide their identities because they are scared of what others might think drives me. For me, seeing everyone’s identity celebrated and welcomed is richness. My focus is on Eastern youth, meaning Near-East, Middle-East, and Far-East. My wife and I just spent two months in Japan and one and a half months in South Korea. I want to bring the Near-East and Far-East together in conversation with the West. Building a cultural bridge of exchange of Eastern youth culture through arts, craft, music, fashion, and conversations is my goal. This platform will allow other brands, designers, musicians, photographers, and artists to emerge and be seen globally. Seeing someone grow who is part of your community is the most fulfilling feeling in the world. We all win.

Q4. Given the significance of culture and community to you and your brand, how do you effectively communicate and embed these values within your brand's identity and consumer experience?
I see this in multiple dimensions. The first dimension is my collections, where people dig into the details and meanings I try to convey in each design. Every season, I try telling a new story inspired by the Wide East. Our followers and community love to explore these details and understand the symbols' meanings. Through seeing us do it, they feel more confident in incorporating their own identity into their music videos or songs. The second dimension is the people we work with. In every campaign, we ensure a good mix of identities that live out the story we're trying to tell. The third dimension is how we present our collections. I love to imagine the world from designing the collection to space and architectural

Q5. How do you perceive the collaboration with HUGO? Would you consider it a significant milestone in achieving your brand’s objectives?
Most definitely, it’s a special milestone. It’s the first German fashion brand to ever welcome a Turkish-German immigrant fashion designer to tell his grandparents' story. The HUGO x Les Benjamins collection is inspired by my grandfather and grandmother, who came to Germany as Gastarbeiter in the 1960s. My grandfather, who was a welder, came first. HUGO welcoming me and giving me the freedom to express myself through art and fashion made this moment extra special. This collection pays homage to all Gastarbeiter grandparents. May their memories live on with us forever.

Q6. What are your future plans for this brand, including any key goals and upcoming projects?
I’m working on a "100 Year Friendship" collaboration with seven Japanese craftsmen and seven Turkish craftsmen, creating unique objects that will be sold in limited quantities and exhibited in our Les Benjamins flagship store. We also have some surprise guests visiting, and it will be a beautiful cultural moment. Unfortunately, craftsmanship is dying with the rise of AI and isn't receiving the attention it deserves. People are opting for more cost-effective manufactured goods. This special crafts project will be released on September 13th in Istanbul.