Levi’s cooled off at Coachella last weekend with its annual celebrity-packed pool party and brunch in the desert. The denim brand hosted the three-day activation at the Sands Hotel and Spa in Palm Springs, Calif.
Hailey Bieber, Levi’s first face of the 501 and curator of the brand’s 2019 festival fashion guide, was on hand, as well as performer Jaden Smith, influencer Luka Sabbat and models Emily Ratajkowski and Joan Smalls. Aquaria, the winner of the 10th season of RuPaul Drag Race, performed. And both Snoop Dogg and St. Vincent held DJ sets in the pool.
The activation offered several customization opportunities, including chances to swap out traditional buttons and back patches for neon versions. Guests also enjoyed tie-dye stations, screen printing and chain-stitching. The weekend concluded with the nighttime Neon Carnival where guests played carnival games to win Levi’s baseball hats and fanny packs.
Brand activations during Coachella have helped boost Levi’s profile among Instagram-loving millennials and Gen Z. The heritage brand has capitalized on festival season by playing up its free-spirited, hippie roots and customization opportunities.
In an interview with Rivet, Jill Guenza, VP, global women’s design at Levi’s, predicted that Levi’s 501 shorts customized with slits, colorful buttons, patches and bleach splatter would be trending during the 2019 festival fashion season. New styles include the high rise 501 short, the 501 slouch short with a longer length, the Rib Cage cut-off and the Wedgie short.