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.
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Quincy
Image Credit: Courtesy of Hugo Quincy at Hugo x Soho House’s pop-up. 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.
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Chloe Cherry
Image Credit: Courtesy of Hugo Chloe Cherry at Hugo x Soho House pop-up. 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.
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Kathryn Newton
Image Credit: Courtesy of Hugo Kathryn Newton at Hugo x Soho House’s pop-up. 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.
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Justine Skye
Image Credit: Courtesy of Hugo Justine Skye at Hugo x Soho House’s pop-up. 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.
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Sina Deinert
Image Credit: Courtesy of Hugo Sina Deinert at Hugo x Soho House’s pop-up. 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.
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Michael Le and Tiffany Le
Image Credit: Courtesy of Hugo Michael Le and Tiffany Le at Hugo x Soho House’s pop-up. 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.
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Hugo x Soho House
Image Credit: Courtesy of Hugo 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.
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Phil Nic Carlos
Image Credit: Courtesy of Hugo Phil Nic Carlos at Hugo x Soho House. 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.
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Hugo x Soho House
Image Credit: Courtesy of Hugo Guests at the Hugo x Soho House pop-up. 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.
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Hugo x Soho House
Image Credit: Courtesy of Hugo Atmosphere at Hugo x Soho House pop-up. 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.
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Hugo Celebrates Coachella 2022
Image Credit: Courtesy of Hugo Marco-Falcioni and guests at a brunch at Melvyn’s Restaurant & Lounge. 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.
