Hype Avenue

Meet Freja Beha Erichsen the new face of HUGO BOSS




Known for her unique and captivating beauty, Danish native Freja Beha Erichsen has a femininity that carries a subtle boyish twist, much like the HUGO Woman fragrance.   Her edgy yet fresh spirit, that’ frequently hailed her as the ‘Queen of Cool’. Today, Freja is one of today’s most celebrated female models, appearing in the world’s best campaigns and runway shows, including HUGO BOSS.

Here she gives us a little insight on her career as a model, her style, music and working with the face of Hugo Man Adrien Sahores.




As a model you have to adopt lots of different styles, but how would you describe your own individual style?

I tend to wear the same kind of uniform – lots of blacks, olives, indigo, greys and shirts, jeans, pants and T-shirts; very simple uniform attire. There’s nothing better to put on jeans and a T-shirt: it’s easy. I don’t really dress up; it’s just what I like to wear.

What’s the creative inspiration behind your tattoos?

 They come from lots of different places over a period of time and what feels natural. I have 16 tattoos.  They are quite small, that’s why you can’t see all 16. They’re all personal.

What kind of music do you like?

I listen to lots of Rolling Stones, The Beatles, The Smiths, Jimi Hendrix and Janis Joplin. I also love Radiohead, PJ Harvey and Bjork.

When or where do you feel at your most creative?

If I’ve been somewhere in nature for a couple of days alone. No phone, not having spoken to anyone or having done anything.

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What’s your one piece of advice to embrace life?

I have a friend who always says, ‘Put on your ‘yes’ hat!’ It’s just to embrace life and not be afraid to do things outside of your comfort zone; just jump into things.

What do you love doing in your down time?

I love reading, I read a lot. I’m reading Tolstoy at the moment. I’ve just read War and Peace and now I’m reading Anna Karenina. I love hiking too, walking; just being out in nature.

Where’s the most unexpected place you travelled to / visited?

I had a job in Kenya and it just blew my mind. I’d never been to Africa before and I stayed an extra eight days after the job and saw a different part of Kenya, including a visit to the slums in Nairobi with Doctors Without Borders and it was interesting to see the big difference within a country, which you wouldn’t necessarily see as a tourist. It was unexpected and very interesting: it was fantastic, so beautiful. Really nice people and the nature made me feel so small, as the landscape is so massive and the animals are so big. It’s completely different to the nature I’ve seen and so different to Denmark, where you are by far the biggest thing: you might see deers but they won’t get anywhere near you, but in Kenya all of sudden you have next to you giraffes or a herd of buffalo walking beside you. It’s a completely different setting!

What was Adrien like to work with?

He’s so sweet. He was lovely to work with and I feel he really elevated the spirit on set. He’s just a really nice guy.

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