Hugo hosted a series of branded events in Palm Springs, Calif., during Coachella Music Festival’s comeback after a two-year hiatus, from Aug. 15-17. The label transformed a boutique hotel and launched Hugo House, a creative hub for TikTokers and talents, and also partnered on a pop-up with Soho House.
High-profile TikTok creators Markell Washington, Benji Krol, Nils Küsel, Noen Eubanks, Desi Lundoloki, and “Euphoria” actress Chloe Cherry were invited to take up residence in the house. The weekend saw a mix of personalities, events, and activities. Friday’s highlight was an embroidery session at the Hugo House, where guests customized their own festival looks, ending with a brunch at Melvyn’s Restaurant & Lounge, where Marco Falcioni, the newly promoted senior vice president, creative direction, Hugo Boss, was feted by guests Charles Melton, Rob Raco, Hero Fiennes Tiffin and model Dilone.