Even if festival fashion has been toned down, this year's Guess is benefiting from a more casual vibe. All of the talent staying on-site wore Guess jeans throughout the Coachella weekend, which focused on classic denim, tanks, T-shirts, and Coachella-branded stadium jackets.
Revolve's Gerona feels that festival style is becoming more versatile. “I think in the past there was a kind of festival fashion. The trend before was to crochet everything,” she says. “But after the pandemic, people started thinking, 'What do I want to wear?' , dressed the attending talent in a variety of styles, from Western to classic styles, and featured corresponding editorials on the site.
For brands working at Coachella, press and impressions are paramount. But those who work with human resources also see it as a relationship-building exercise. Guess believed that if their talent “didn't have to lift a finger,” they would have a better experience and be able to post more organic content.
And for Marciano, ticket sales at the festival don't affect the Guess property's ultimate goal of driving the brand's reach on social media far beyond the festival gates. Guess hosted two A-list parties for just 300 people during Coachella Weekend 1 in one of the residences on the property. Stars including Leonardo DiCaprio, Billie Eilish, Justin, Hailey Bieber and Robert Pattinson attended one or both of the parties. Anderson .Paak and Kaytranada performed on Friday, and Metro Boomin performed on Sunday.
“People might expect us to throw parties for 3,000 people, but it's so much more than that,” says Marciano. “Coachella is about attracting the right talent and creating a star-studded event. Quality over quantity. We want to show the world's top talent who we really are. ”
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