This weekend in Split, HUGO rewrote the rulebook on fashion events. Following last year’s buzz-worthy Belgrade takeover, the brand returned to the Balkan region with a larger, louder, and more visually charged experience. Hosted at Klub Porat, one of the city’s most iconic party destinations, the event brought together over 1000 invited guests for a multi-sensory celebration of individuality and creativity. DSCENE was there to take in the night from the inside.
EVENTS
From the very first steps into the venue, it was clear this wasn’t a typical brand activation. The entrance, marked by a towering red HUGO logo, opened into a series of concept rooms designed to reflect different aspects of youth culture. The journey began at the photo wall and continued into a collaborative space with Ljubav, the cult German streetwear label, where exclusive T-shirts and sweatshirts combined fashion with art-led messaging. This was the start of a curated trail through music, visuals, and scent, each room offering a different sensory hit.
The Neon Art Room turned the venue into a hall of ultraviolet energy, complete with UV-reactive paint and a glowing mirror that revealed each guest’s unfiltered reflection. Nearby, the Small World Room played with scale and perception, where guests towered over dollhouse-sized office furniture, a surreal nod to everyday rebellion. Across from that, key looks from HUGO’s upcoming Fall 2025 collection offered a grounded contrast, drawing attention to the fashion itself amid the spectacle.
Further inside, the fragrance station gave guests a way to interact with HUGO’s olfactory line through a scent bar and prize wheel activation. This wasn’t just about product, it was about creating memories tied to sensory experiences. The music lineup did the rest. Regional talents Luton and JOCK warmed up the decks, before internationally renowned DJ Hot Since 82 took over, pushing the energy into overdrive with a headline set that had the entire crowd moving well past midnight.
The crowd reflected the brand’s Gen Z core. Creators and style leaders arrived in full HUGO looks, turning the night into a real-time fashion feed on Instagram and TikTok. Influencers and creatives like Lazar Filipović, Sandra Mladenović, Anastasija Bulajić, and Đana Smajo brought their audiences along for the ride. HUGO’s message, own your style, define your identity, landed with force across the region.
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In the lead-up to the event, HUGO activated a full-scale campaign across Split and the Adria region. This included everything from local sewing workshops and branded ice cream pop-ups to radio ads and social media activations. One of the standout pre-event moments was a tailoring session at the HUGO store in Mall of Split. Influencers and editors were invited to customize their own pieces using fabrics from the Fall 25 collection, with assistance from students at the Italian design school Callegari. This hands-on moment added depth to the brand’s approach and gave each guest a personal stake in the evening.
Supported by NEFT Vodka and powered by a crowd ready to express themselves, the Split takeover marked another high point for HUGO’s evolving strategy. The brand continues to prove that fashion is no longer confined to the runway, it thrives where the music is loud, the lighting is unconventional, and the dress code is pure individuality.
