HUGO Has Arrived: What You Missed At HUGO’s Star-Studded Launch Party

Yes, we painted the town red. HUGO red.

Give a grand welcome to HUGO in the Philippines!

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Big, bold, and imposing, the sleekly reimagined HUGO logo stood in the spotlight and around it were some of the country’s freshest names in music and fashion. Bringing this star-studded cast of unapologetic creatives together was none other than HUGO’s grand launch – a celebration of the brand’s arrival to the Philippines, the new HUGO Fall/Winter 2023 collection, and its collaborative capsule with Gen Z icon and HUGO ambassador Bella Poarch.

In case you missed it, here’s what went down at the grand launch party:


HUGO is all about self-expression and embracing a lifestyle free from limitations. After a successful global refresh in 2022, followed by their official store launch here in the Philippines at Power Plant Mall in June 2023, HUGO made a mark once more by turning up the volume last October 17 at Xylo at the Palace, BGC.

Spotted in the crowd were Brent Manalo, Liam Labrooy, Jason Dhakal, and Blue Zoleta, all decked in the new HUGO Fall/Winter 2023 collection – an eclectic mix of contemporary styles, oversized silhouettes, and the unmistakable HUGO red. James Reid was in attendance, too, partying the night away in a structured dark red HUGO suit. Supercharged with excitement, the rebels proudly arrived in fits across the streetwear spectrum. From tattered denim and graphic tees, to bodysuits and leather jackets, guests truly embodied what #HUGOYourWay stands for: being unapologetically you, no matter the occasion.

With youthful textures, fabrics, and styles, HUGO’s Fall/Winter 2023 collection is nothing but authentic, original, and eccentric. The FW23 campaign connects style to sound, creating two powerful avenues of self-expression. This line includes pieces washed in HUGO red and black tie-dye on denim and jersey, premium metallic trims on handbags, and retro-bold graphics adorning T-shirts and oversized hoodies.

Pieces from the HUGO x Bella Poarch collection made appearances throughout the night as well, and in true Bella Poarch fashion, they were ubiquitous yet strikingly cool.


Inside, the party arena was adorned in red. XYLO’s multi-colored kinetic neon lights, vibrant interiors, and cutting-edge tech ruled the nightclub scene with life-sized jenga and beer pong game stations at the sides. 

Starting the night on a high note was a dance number from award-winning streetdance and hip hop group, the A-Team. They delivered the hottest and most explosive moves that had everyone pumped for the night ahead. “We out here doin’ it,” the group mentioned in a photo, showing off some of the members’ HUGO jackets and tracksuit pants.

Celebrating the brand’s spirit of rawness and realness, HUGO had set up live performances beginning with Massiah’s laid-back yet high-spirited songs like Experience and On God, followed by Denise Julia, who performed feel-good tunes of superficial energy and NVMD that we can all just vibe to.

Taking us to a chill state of mind, Curtismith eased his smooth songs Iñigo Zobel and LDR into the stage. To make the night even better than it already was, international Thai superstar Sorn and multi-talented K-pop icon Seung Yeong made a special appearance and treated the crowd to a can’t-miss performance. Dancing to her Sharp Objects electronic dance song with a strong synth-pop element, Sorn left no crumbs. For her last song, known to be her boundary-pushing moment, she performed Rowdy with Seung Yeon.

And yes, you guessed it right – Sorn and Seung Yeon all rightfully repped the HUGO x Bella Poarch collection, as legends should.

Finally, DJ Nix Damn P took over the stage and rocked the deck with wicked beats to wrap up the show.


No FOMO here, but you better move fast – the HUGO x Bella Poarch collection is only available at the HUGO Pop-Up Store at Greenbelt 5 until this November 5. Get your hands on this exclusive capsule collection of glam-grunge pieces inspired by the multiverse, the matrix, and the otherworldly. Step into your new style territory and we’ll meet you right at HUGO.

In the Philippines, HUGO is exclusively distributed by Stores Specialists, Inc., and is located at R1 Level, Power Plant Mall, Makati. Visit, subscribe to SSI LIFE YouTube Channel, and follow @ssilifeph on Instagram and Facebook for more information.

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