Levi’s had Snoop Dogg DJing and shooting Snoop dollars and blunts into the swimming pool. Adidas held its SportsClub at an estate with its own helipad, beach and lake-sized swimming pool. And Moschino and “The Sims” had a roller-skating rink, fun slide and mini concerts by Diplo and more at the home that Tentology, the world’s leading manufacturer of luxury commercial tents, built.
There is the official Coachella festival, and then there is the shadow festival, the one that happens at the brand-sponsored parties hosted in the dusty, desert environs of Indio, where over the weekend Leonardo DiCaprio, Hailey Bieber, Emily Ratajkowski, Kendall and Kylie Jenner, Gigi Hadid, Donald Glover, Idris Elba, Jaden Smith and many more flocked to drink, dance and hashtag, wearing Levi’s, Moschino, Gucci, Ganni, Off-White, Versace prints-on-prints, YSL heart sunglasses, cowboy boots, bucket hats, matching Aloha print shirt and shorts sets (exhibit A: Darren Criss), bum-baring thongs and crystal-fringe skirts. Photo ops were everywhere, from the Dosist party at Two Bunch Palms, where guests could toke up and tune out in an underwater Sound Bath, to YSL Beauté’s pop-up in a gas station in Cathedral City.
A rundown of what happened where:
St. Vicious (St. Vincent) Levi’s brunch.