The action-packed weekend began with an embroidery session at the HUGO House where guests could customize their own festival looks, ending with a brunch at Melvyn’s Restaurant & Lounge where the brand invited VIPs, friends, and newly promoted Senior Vice President Creative Direction at HUGO BOSS, Marco Falcioni. The next day, guests were whisked away to the exclusive HUGO x Soho Desert House, a pop up by Soho House, in the middle of the desert. For the entire weekend, HUGO, the only fashion partner of the Soho Desert House, a pop up by Soho House, along with Safilo, the lifestyle accessory partner for HUGO Eyewear, provided exclusive entertainment for the guests, including a live performance from brand ambassador Big Matthew. Guests were also able to try on and pick their favorite style from the latest HUGO Eyewear, Safilo collection at customized booths.
On the final day, they had the chance to take part in a tie-dye workshop with a group of local designers. Talents were dressed head-to-toe for the entire weekend in the brand’s signature logo pieces and denim collection. The looks are available to shop online and in-store now.