HUGO in Re­verse

A pop­star with style and style that pops: the mak­ings of a great event.

Fashion (Canada) - - The Female Gaze -

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.

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