Leave it to HUGO to fuse the worlds of music, fashion, and internet virality into one mega jam-packed weekend. To kick off the Coachella festivities, the label organized a series of events in sunny Palm Springs, California–inaugurating the latest chapter of the beloved brand’s impact and involvement in the creative landscape of the internet with the “HUGO House”, a one-of-a-kind custom created creative hotspot for friends and family of the house to create content and give viewers from around the world a glimpse into what goes down during one of the world’s most highly-talked about festivals. 

Taking it nice and easy on the first day on Friday, HUGO introduced the HUGO House to the world, as TikTok creators Markell Washington, Benji Krol, Nils Küsel, Noen Eubanks, Desi Lundoloki, and actor Chloe Cherry each delivered a slew of viral videos direct from the house itself, as each talent took up rooms in the space, each uniquely decorated to them. To help further celebrate HUGO’s first major TikTok activation, and an unavoidable one of that if you checked the TikTok app recently, friends and creators 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 helped delivered the #HUGOYourWay hashtag to millions of people and each creator’s legion of devoted followers. Taking part in an embroidery session at the HUGO House to customize their own festival fits, courtesy of the brand’s latest collection of course, a decadent brunch at Melvyn’s Restaurant & Lounge brought over VIPs, friends, and the newly promoted Senior Vice President Creative Direction at HUGO BOSS, Marco Falcioni, to dine along with HUGO hotties such as actors Charles Melton, Rob Raco, Hero Fiennes Tiffin and model Dilone.

To really turn up the heat, the brand introduced the HUGO x Soho Desert House pop-up, created in collaboration with famed private members club chain Soho House. Festival goers traveled to the middle of the desert to party in style, as HUGO, the only fashion partner of the Soho Desert House, along with Safilo, the lifestyle accessory partner for HUGO Eyewear, provided a truly one-of-a-kind experience with an endless amount of entertainment for guests during the entire weekend, including a lively performance from brand ambassador Big Matthew. Featuring customized booths designed for VIPs to test out the latest HUGO Eyewear collection, a massive pair of LED-lensed HUGO sunglasses was created and placed on the Soho Desert House grounds, serving as both art installation and the perfect selfie backdrop to make all your friends jealous.

To close out the extra special weekend, HUGO House attendees took part in a tie-dye workshop with a group of local L.A. designers, to help get their HUGO fits the ultimate Coachella vibes. With the brand’s signature logo pieces and denim range serving as the foundation for memorable concert looks, the pieces were cut, colored, and completely reimagined to each guest’s liking–and are already available to shop online and in-store, with a special festival-inspired edit, spotlighting vivacious colors, allover logo prints, and unique graphics, to come very soon.