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All about how HUGO celebrated festival season in Palm Springs.

HUGO

Calling all festival lovers! During the weekend of April 15-17, HUGO hosted a collection of branded events in Palm Springs.

From getting the HUGO House to the exclusive HUGO x Soho Desert House, we’re breaking down how the brand kicked off festival season this month.

HUGO

HUGO House

Starting off, HUGO turned a boutique hotel in downtown Palm Springs into the HUGO House. This content space featuring the brand’s iconic colour codes of red, black, and white was specially designed with light installations, a denim walkway, and so much more.

The HUGO House was packed with engaging activities and events, kicking off festival season in style! It also presented guests with fun workshops and poolside happy hours to take part in.

HUGO

Well-known TikTok creators Markell Washington, Benji Krol, Nils Küsel, Noen Eubanks, Desi Lundoloki, and actor Chloe Cherry, were also invited to take up residence in the house. As well, each of the talents was given one of the hotel’s rooms decorated in a style unique to them.

Davis Burleson from TikTok show “What’s Poppin’” kept tabs on things, reporting day-to-day goings-on from inside the house. Also in attendance were some of the hottest stars, such as Michael Le and Tiffany Le, Avani Gregg, Anthony Reeves, Larray (Larri Merritt), Ehiz, Nia Sioux, Andrew Davila, Nicky Champa, Pierre Amaury Crespeau, and Harry Tate.

The super fun and exciting weekend had a mix of personalities, events, and activities. Plus, one of the main highlights was an embroidery session held at the HUGO House. As a result, guests had the opportunity to customize their own festival looks.

HUGO

This was coupled with a brunch at Melvyn’s Restaurant & Lounge. Moreover, VIPs, friends, and newly promoted Senior Vice President Creative Direction at HUGO BOSS, Marco Falcioni were invited. Among the guests in attendance was actors Charles Melton, Rob Raco, Hero Fiennes Tiffin, and model Dilone.

HUGO

HUGO X Soho Desert House

On Saturday afternoon, the brand organized an off-site excursion to the exclusive HUGO x Soho Desert House. This is a pop-up by Soho House, in the middle of the desert.

HUGO, the only fashion partner of the Soho Desert House, along with Safilo, the lifestyle accessory partner for HUGO Eyewear, provided entertainment for guests. This included a live performance from brand ambassador Big Matthew.

HUGO

Customized booths also gave VIP guests the chance to pick d style antheir favorite style from the latest HUGO Eyewear collection. Photo opportunities were abundant, with fun installations available throughout to snap pics in front of.

HUGO

HUGO

On the final day of events, guests were invited to partake in a tie-dye workshop with a group of local L.A. designers. Talents were also repping the brand through signature logo pieces and denim range.

If you’re interested in shopping some of the coveted festival looks, you can find them online and in-store, with an exclusive festival-inspired edit- all coming soon.

Published by HOLR Magazine.