HUGO in Reverse
A popstar with style and style that pops: the makings of a great event.
EARLIER THIS SEASON, HUGO celebrated the launch of its Reverse collection with an intimate, holidaythemed shindig at the Burroughes Building. Despite freezing temperatures outside, stylish Torontonians showed up in everything from trendy sweatsuits to high-fashion sequins to score custom HUGO gear, support WE Charity and hear a performance from Shawn Hook.
The Reverse collection includes perfect basics emblazoned with the HUGO logo—only spelled backwards. At the back of the space, HUGO set up a custom clothing bar, where guests personalized their own T-shirt or crewneck sweatshirt in block letters (spelled in reverse, naturally). Last names were the go-to choice, and the results were simple yet statement-making. What made the merch event better was that 100 percent of the proceeds from the event’s sales went to supporting WE Charity and their education efforts in Kenya.
The German brand channelled their roots with the menu, which was catered by Peter and Paul’s Event Catering and included snacks like schnitzel sausages, potato pancakes, warm mini pretzels and mini reuben sandwiches. Fashionable attendees (including Traci Melchor, former Real Housewife Ann Kaplan Mulholland and Glen Baxter) sipped on sauvignon and sparkling wine from Vieni Estates. To kick off the evening, DJ Guillaume Viau spun remixes of Justin Bieber and Tina Turner, while guests flocked to the HUGO-themed photobooths for the perfect Instagram.
The highlight of the night, though, was a surprise performance by a very dapper-looking Shawn Hook— Canadian pop artist extraordinaire who also happens to be a HUGO and WE Charity ambassador. Guests sung along as he played three of his popular tunes (including “Sound of Your Heart” and “Reminding Me”) on a grand piano. Hook also tested out a new song, called “Reasons,” which, judging from the crowd’s reactions, will probably become another major hit.