The Birmingham Mail says Villa are in desperate need of firepower with strikers Scott Hogan, Keinan Davis and Rushian Hepburn-Murphy all sidelined through injury. Villa’s only fit forward is Ivorian Jonathan Kodjia and he missed virtually all of last season due to a troublesome ankle problem.
Bruce is said to be a long-term admirer of Hugill and has followed his career closely since he notched a double at Villa Park for Preston 18 months ago. The Preston forward joined the Hammers under David Moyes in a deal reportedly worth £10million last January.
Hugill has also been linked to loans to QPR, Leeds and Glasgow Rangers. The Hammers would prefer to make a deal permanent but may agree on a loan with an option to buy as a compromise.
Hugill was one of six players left out of a four day pre-season trip to Austria. The others being Sam Byram, Edi Fernandes, Reece Oxford, Sead Hakšabanović and Matt Holland.