GUESS JEANS x VERDY Redefines Desert Luxury with Star-Studded Coachella Weekend Experience
Source: Guess?, Inc.
Reported By: Caroline Dalal
April 16th, 2025 – Luxury, culture, and California cool collided under the desert sky as GUESS JEANS made its fourth consecutive return to Indio for its annual brand experience during Coachella's opening weekend. But this year, the energy was unmistakably different—thanks to an all-new creative partnership with the renowned Japanese graphic artist VERDY, who reimagined every detail of the weekend-long experience through his bold, playful lens.
Hosted just steps away from the festival grounds, the GUESS JEANS desert compound once again welcomed a handpicked guest list of global tastemakers, music industry elite, and fashion icons for a curated mix of luxury hospitality, exclusive performances, and collaborative design. What began as a brand activation has now evolved into an invitation-only oasis of creativity, connection, and cultural cachet.
A Fresh Visual Identity by VERDY
The weekend marked the debut of GUESS JEANS’ collaboration with VERDY, the multifaceted creative known for his streetwear staples and iconic characters like Vick—who made cameos throughout the event’s branding. From the graphics and installations to the collectible compound-only merch, VERDY's signature aesthetic added a punch of irreverent cool to the laid-back California setting.
“I’m excited to return this year with GUESS JEANS to create the ultimate hospitality experience."
VERDY, who served as Coachella’s Artist in Residence in 2023
Custom VERDY x GUESS JEANS pieces—created exclusively for attendees—were styled alongside the brand’s latest warm-weather staples, including denim sets, tanks, and shorts. None of the limited-edition designs will be made publicly available, cementing the event’s status as a collector’s dream.
A-List Energy, Curated Moments
As the sun set on Saturday, Charli XCX turned up the heat with a surprise DJ set alongside fiancé George Daniel, following high-energy sets by friends Zoe Gitter and Alex Chapman. The spontaneous takeover came just hours after Charli’s Coachella mainstage performance, reinforcing the compound’s reputation as the go-to post-show sanctuary for artists and insiders.
By Sunday, the energy showed no signs of slowing. Don Toliver, fresh off his PSYCHO tour, closed out the weekend with a private afterparty that blended luxury and live music with ease. Joined by Ty Dolla $ign, Shaboozey, Tyga, and YG, Toliver’s late-night set blurred the lines between headliner and house party.
The guest list was a who’s who of modern culture: Teyana Taylor, Normani, Evan Mock, Julia Fox, Timothée Chalamet, Hailey and Justin Bieber, Lorde, Cara Delevingne, Troye Sivan, Emma Chamberlain, Alix Earle, Leonardo DiCaprio, and dozens more were spotted throughout the weekend, adding effortless star power to an already tightly curated experience.
Hospitality That Goes Beyond the Aesthetic
Luxury at the GUESS JEANS compound wasn’t limited to the visuals or performances. A curated lineup of lifestyle partners elevated the guest experience with thoughtful touches and exclusive perks:
GUESS JEANS Eyewear unveiled its first-ever sunglasses collection, gifted to guests ahead of its global debut.
Dreame Tech hosted an invite-only salon pop-up, where VIPs received JetAirflow™ blowouts by celebrity stylist Davontae Washington.
Gin & Juice by Dre and Snoop, Recess, and PATRÓN EL ALTO stocked the bars throughout the compound, including the debut of the PATRÓN EL ALTO mini bottle.
Petite Moments offered a custom charm bar experience, while Raising Cane’s kept guests fueled with a branded food truck.
With every touchpoint carefully considered, the compound felt more like a private luxury retreat than a brand activation—an intentional move by Nicolai Marciano, Chief New Business Development Officer at GUESS JEANS.
“Friends and family are at the core of the GUESS JEANS brand. Hosting this annual desert experience gives us the chance to come together, celebrate, and enjoy the community we've built over the years. It’s our way of thanking those who’ve helped shape the brand.”
Nicolai Marciano, Chief New Business Development Officer at GUESS JEANS
A Desert Tradition That Keeps Raising the Bar
What started as a behind-the-scenes escape has grown into one of the most talked-about offsite events of Coachella’s opening weekend. With VERDY’s visionary touch and a weekend packed with intentional programming, GUESS JEANS has once again proven its staying power—not just in fashion, but in the cultural spaces where style, music, and hospitality intersect.
The desert may be quiet again, but the impact of the weekend lingers. And for those lucky enough to receive the invite, the GUESS JEANS universe continues to be more than just a brand—it’s a lifestyle with its own rhythm.
Explore the collection at GUESSJEANS.com.