Last Wednesday evening as the rain poured down in New York, Hugo Boss' new HUGO store in SoHo provided a warm and inviting respite. The brand welcomed a slew of fashion insiders to its sleek boutique at 132 Greene Street to celebrate the Young Collectors Council of the Solomon R. Guggenheim Museum. DJ Paul Sevigny spun for the creative crowd, which included his HUGO-clad sister Chloe Sevigny, Derek Lam, Lance Bass, Olivia Chantecaille, Becka Diamond, Frederic Fakkai, Carlos Mota, Sky Nellor, Olivia Palmero, Amanda Ross, Robert Verdi, Shirin von Wulffen and more.
Hugo Boss chairman and CEO Claus-Dietrich Lahrs, chairman and CEO Americas Mark Brashear, and creative director Eyan Allen, proudly showed off the modern space, which features high-gloss lacquered finished and fine wood flooring. The store is dominated by varying shades of gray accented by the brand's signature red; the palette sets the perfect backdrop for HUGO's latest wares.
In honor of the evening's festivities, Hugo Boss made a generous contribution to the Guggenheim Museum’s Acquisitions Fund.