A NIGHT TO REMEMBER: HUGO TAKES OVER SPLIT WITH MUSIC, FASHION AND SELF EXPRESSION
Following last year’s unforgettable takeover of Belgrade, where HUGO brought together hundreds of Gen Z trendsetters under one roof, the brand raised the bar even higher in 2025. This time lighting up the Adriatic coast, the city of Split transformed into the epicenter of fashion, music and individuality as HUGO hosted its boldest event yet.
More than 1000 invited guests immersed themselves in an unforgettable celebration of style, sound, and youth culture at “Porat”, one of the most iconic clubs in the region. From the moment guests stepped through a striking red HUGO-logo installation, they were taken on a journey of sensory experiences curated to reflect the brand’s core values: authenticity, self-expression and fearless creativity.
Upon entry, guests encountered a photo wall before being welcomed into a series of immersive spaces. The first experience spotlighted HUGO’s latest collaboration with the cult German brand Ljubav, a fusion of fashion, art, and culture showcased through unique T-shirts and sweatshirts.
Next up was the Neon Art Room, where guests were able to enjoy the room transformed with UV-reactive paint before capturing the moment in a backlit selfie mirror revealing their true, unfiltered selves.
The Small World Room provided a surreal visual twist: a whimsical, office-style setup built on optical illusions, making guests appear as giants towering over miniature furniture. Adjacent to this space, there was a room set for displaying the latest key looks from the upcoming Fall 25 collection.
Further into the venue, attendees were invited to explore the latest HUGO fragrances at a custom-built scent station, completing the brand experience with spinning the wheel activation which helped them win prizes.
The party pulsed to the sounds of rising regional DJs Luton and JOCK, with a headline performance by global electronic music icon Hot Since 82, who brought the energy to its peak and solidified the night as one of the most talked-about events.
A mix of Gen Z creators and regional fashion icons, dressed in head-to-toe HUGO, amplified the event online, sharing content across Instagram and TikTok. Influencers and public figures such as Lazar Filipović, Vladimir Gašić, Sandra Mladenović, Mila Stajkovac, Filarri, Anastasija Bulajić, Edi Hadžiahmetović, Pave Elez, Janko Janić, Đana Smajo, Amna, Yill Limani, and many more were in attendance.
Top regional fashion media including Vogue Adria, ELLE Croatia, Journal, Fashion.HR, Gloria and others joined the celebration as special guests of the brand, helping to deliver HUGO’s message to fashion-forward audiences across the Adria region.
The event was supported by NEFT Vodka, adding even more energy and edge to the night.
Leading up to the party, a special pre-event workshop took place at the HUGO store in Mall of Split. Influencers and media partners were invited to take part in an exclusive tailoring experience, making their favorite pieces from scratch and adding fashion value to their look. The pieces fabrics used were the same one that HUGO used to create Fall 25 collection, and students from Callegari, Italian school of fashion and design helped our guests finishing their pieces.
To build anticipation, HUGO rolled out a high-impact promotional campaign across Split, including radio commercials, social media campaigns and talents activations all over regional stores. Each market in the region also activated its own local campaigns, including special giveaways, sewing workshops, and branded ice cream corners.