Les Benjamins and Hugo team up for poignant collection exploring German-Turkish identity

Istanbul streetwear brand's first collaboration with fashion house celebrates the Gastarbeiter, the immigrant backbone during the post-war era

German-Turkish rapper Apsilon in the Hugo x Les Benjamins campaign, which was shot by Nina Raasch. Photo: Hugo Boss

Gastarbeiter, a term that translates to "guest worker" in German, was the euphemism for the industrious people brought into post-war West Germany on temporary contracts to hammer, weld and sweat the country back into existence. Predominantly Turkish, these workers' legacies inform Bunyamin Aydin's latest Les Benjamins collection, which is a collaboration with Hugo, the youthful offshoot of Hugo Boss.

"This collaboration with Hugo pays homage to my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity,” Aydin, the brand's founder, says. “Being at peace with my identity as a proud German-Turk without having to choose one side is incredibly fulfilling.”

The autumn/winter 2024 collaboration is an 18-piece celebration, spanning men's, women's and unisex styles. The collection offers a brash varsity-style bomber jacket, a boxy double-breasted suit and, for women, wide-leg pants, tank tops and tailored jackets in earthy tones.

Swans adorn select pieces, symbolising the unity between Turkey and Germany for the designer, while embroidered roses evoke the sentimental bonds of families torn apart by distance yet bound by the relentless quest for a better life.

The most emotional feature of the collection is the double-key insignia, a poignant nod to the Key Kids – children of Gastarbeiter who wore their house keys around their necks, knowing they were often returning to empty homes.

It’s a touching tribute from Aydin, underscoring his understanding of difficult childhoods but also his dedication to the next generation. Les Benjamins’ flagship Dubai store, for example, is conceived as more than just a retail space; it’s a creative sanctuary for the young and ambitious.

Founded in 2011 by Aydin, Les Benjamins has carved a niche in luxury streetwear, with a mission to fuse the street culture of the West with the underrepresented vibrancy of the East. Before this Hugo collaboration, the brand worked with the likes of rapper Travis Scott and artist Daniel Arsham, and teamed up with brands such as Nike and Apple.

"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,” says Marco Falcioni, senior vice president of creative direction at Hugo Boss.

The evocative theme even makes its way into the campaign, which is a celebration of growing up Turkish in Germany. Shot in Berlin by filmmakers Furkan Cetin and Nina Raasch, the campaign showcases a series of intimate portraits and videos that feature a cast of emerging and established German-Turkish talent, from rapper Apsilon to models Tijen Ekici, Kisha Hahn and Simo Baakoun, performing artist Azama Bashir and writer and creative Arinc Cemal.

"Hugo welcoming me and giving me the freedom to express myself through art and fashion made this moment extra special," says Aydin. This collection pays homage to all Gastarbeiter grandparents. May their memories live on with us forever.”

The collection will be in stores globally from Thursday.