In the haze of golden hour and the soft chaos that is Coachella’s opening weekend, GUESS JEANS made its triumphant return to the desert — and let’s just say, it didn’t come quietly. For the fourth year in a row, the brand planted its flag just outside the festival grounds, but this time it hit different. Enter: VERDY.
The cult Japanese graphic artist (whose work you’ve definitely double-tapped at some point) brought his signature visual language to the entire experience — from surreal, cartoonish characters to warped, playful reinterpretations of the GUESS JEANS logo. Think denim meets daydream, filtered through a Tokyo streetwear lens.
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A Desert Compound for the Fashion Faithful
Tucked inside a luxury compound a stone’s throw from the main festival, the GUESS JEANS takeover was less “activation” and more fully-fledged fever dream. The guest list was stacked — creatives, global brand ambassadors, scene-makers, the usual impossibly photogenic suspects. Think of it as an IRL moodboard.
Everything kicked off with an intimate welcome dinner by LA cult faves Jon & Vinny’s, followed by a string of invite-only parties that felt more like curated chaos than brand programming. VERDY’s touch was omnipresent — from the visuals and event materials to the ultra-limited merch (spoiler: you can’t buy it, and yes, you’ll want it).
His beloved character Vick made cameo appearances throughout, sharing space with a bouncy, animated GUESS JEANS logo that kind of felt like it was dancing with you. Which, honestly, it probably was.
Charli XCX & The Hottest Set You Didn’t See on Stage
Saturday night saw Charli XCX take over the decks post-performance, turning what could’ve been an afterparty into the party. Joined by fiancé George Daniel (of The 1975, no big deal) and longtime collaborators Zoe Gitter and Alex Chapman, her DJ set was raw, euphoric, and absolutely unhinged—in the best way.
We’re talking Julia Fox, Evan Mock, Timothée Chalamet, Justin and Hailey Bieber, Emma Chamberlain, Anya Taylor-Joy, Cara Delevingne, Paris Hilton, Lorde, Troye Sivan, Jodie Turner-Smith, Tyga, Lila Moss, Alix Earle, Dixie D’Amelio, Gabriette, The Dare, and, yes, Leo. If you saw them in a fit that lived rent-free in your feed, it was probably snapped en route to GUESS JEANS.
Sunday Went Psycho (Literally)
Don Toliver closed out the weekend with a blowout that had “legendary” written all over it. Fresh off his PSYCHO tour, he pulled up with Chase B and Anderson .Paak on the decks, turning the compound into a full-blown concert. Surprise sets from Tyga, YG, Shaboozey, and Ty Dolla $ign only added to the delirium. It was sweaty, loud, and totally electric.
In a weekend packed with overstimulation and overstated flexes, GUESS JEANS proved that the real power move is a perfectly curated vibe — and a good pair of jeans.
