Hugo’s Gen Z shutdown at Soho Desert House
With a combined social following running into the hundreds of millions across TikTok, Instagram and YouTube, day two of the festival belonged to the young, stylish and the very talented. Where they post, you shall follow
16 April 2022 By Jonathan Heaf Photography by AJ Woomer
Looks are served strong. Wearing well-cut, desirable merchandise from Hugo’s latest line, including its bombastic sunglasses collection that gives wearers an intergalactic pop, the Hugo talent list is like a who’s who of the global social media vanguard. Necks in the crowd swivel, while phones begin to snap.
Big Matthew in Hugo
Rob Raco in Hugo
Charles Melton in Hugo
Harry Tate in Hugo
Other big social stars here at Desert House today include TikToker Nils Kuesel (11.6 million followers), who has a beautiful, nonchalant early River Phoenix vibe about him, wearing an ice-white shirt with ripped sleeves, and a colourful necklace that could have dropped straight out of a box of Lucky Charms. Riding with Hugo all day are also Theo Carow (2.4 million followers), hair like fresh candy floss, and multi-platform social star Sina Deinert (5.5 million) who makes the whole ‘thing’ – her whole industry – enviably effortless.
Nils Kuesel in Hugo
Liv Huffman in Hugo
As the sun begins to dip behind the mountains, palms swaying in the early evening breeze, and the sky turning the colour of fresh California peaches, Seoul-born rapper Big Matthew takes to the Soho Desert House main stage for a very special performance. Sunkissed arms are raised, and for a split second social posts are paused just to be in the moment. Who knew the next generation could be so, well, present? A hot, memorable day in the desert – and the Desert House – no doubt.
Team Hugo
Justine Skye in Hugo