Rain doesn’t deter the young-and-the-restless from strutting to SoHo for a fashionable event.  The evening of Wednesday, May 18 was no exception. Through the muggy mist flocked scores of P.Y.T.s to the new HUGO by HUGO BOSS boutique at 132 Greene Street to celebrate the Young Collectors Council of the Solomon R. Guggenheim Museum.

Chloe Sevigny and Lance Bass

Guests such as actor/model Alex Pettyfer, actor/style fixture Chloë Sevigny, Aussie hunk Ryan Kwanten, NHL star Henrik Lundqvist, Lance Bass, designer Derek Lam and partner Jan-Hendrik Schlottmann, Philip Bloch, Lady Liliana Cavendish, Olivia Chantecaille, Frédéric Fekkai, socialite Olivia Palermo and arm candy Johannes Huebl, Lauren Remington Platt, and Robert Verdi all graced the red carpet to toast the occasion. Also present were Hugo Boss International kingpins— chairman and CEO Claus-Dietrich Lahrs, chairman and CEO Americas Mark Brashear, and creative director Eyan Allen.

Bubbles and vodka flowed freely as DJ Paul Sevigny mixed his signature tracks in the glossy new space with the fashion frenzy milling about. The contemporary store features a full line of HUGO menswear, womenswear, accessories, footwear, and fragrances. Festooned in a palette of grey and HUGO rouge— the new boutique blends lacquered techno materials, smooth textures, and voguish wood flooring that compliment the aesthetic of the label flawlessly.

To commemorate the special night, Hugo Boss made a charitable donation to the Guggenheim Museum’s Acquisitions Fund. Hugo Boss has long been a patron of the arts, most prominently with its prestigious Hugo Boss Prize, which identifies and recognizes achievement in contemporary art. The prize stems from an enduring collaboration between the brand and the Guggenheim and has been a success for 14 years.

The boutique is now open and offers personal shopping:

Hugo by Hugo Boss, 132 Greene Street, 212.965.1200, www.hugoboss.com

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