HUGO | Welcome to Our House
by Madeleine Schulz
Coachella wasn’t the only event kicking off in Palm Springs this past weekend. From April 15-17, HUGO hosted a series of events for those spending the weekend in the desert, including a brunch, HUGO House, and HUGO x Soho Desert House, alongside HUGO Eyewear partner Safilo.
HUGO House saw a boutique hotel transformed into a content hub for TikTokers—attendees included Markell Washington, Benji Krol, and actor Chloe Cherry, all of whom sojourned in the House for the weekend. Plenty more content creators stopped by throughout the days for embroidery sessions and tie-dye workshops, and happy hours by the pool.
On the Saturday, the brand hosted an event at the Soho House desert pop-up, HUGO x Soho Desert House. Guests had plenty of opportunities for photo ops in front of an art installation of a giant pair of LED-lensed HUGO sunglasses. The day culminated in a performance from HUGO brand ambassador Big Matthew, after VIPs had a chance to
HUGO’s signature logo and denim range is available to shop online now, with a festival-inspired collection to follow soon.
