With the Revolve Clothing’s desert house featuring a rotating list of young talent, Levi’s taking over the Sparrows Lodge with an appearance by Solange, and Rachel Zoe creating a Zoe-asis for festival-goers pre-concert, Saturday’s daytime activations were where all the influencers were. CFDA and PopSugar made their mark with the takeover of the Colony Palms Hotel for their third annual poolside brunch.
“We have all come to celebrate that Coachella weekend is as much about fashion as it is about music,” said Meritt Elliott, one half of The Great, who was one of the event’s cohosts.
The brunch brought together the two Los Angeles-based brands, pairing The Great’s Emily Current and Meritt Elliott with Clare V.’s Clare Vivier for a meeting of the SoCal minds and a cross-blend of their contemporary, festival-favored brands.
“For The Great, we’re the kind of brand that’s casual and easy to wear in a situation like Coachella. Coachella’s a function that you go party to party and then to the festival and the Great fits through that filter. It was an organic place for us to be,” Current noted.
As a DJ mixed tunes poolside, bloggers including Olivia Lopez from Lust for Life, Paola Alberdi from Blank Itinerary, and Jamie Chung of What The Chung? mingled with Hannah Bronfman and Olivia Culpo, while Victoria Justice and Yara Shahidi posed alongside CFDA’s Steven Kolb and PopSugar’s Executive Style Director Dana Avidan Cohn.
Nordstrom and Ulta Beauty also had custom activations, with Ulta’s floral swing providing one of the event’s most popular photo opps. Vivier found the morning the perfect reflection of her brand’s roots. “The concert weekend is a huge cultural event for Southern California,” she said. “We are a Southern California brand, both based here and everything is made here, so to be a host with The Great, is not just a huge honor, but I think very fitting.”
And as the sun began to beat down and the temps began to rise, the doors opened to a wider crowd as Daya took over the Cabana Club Pool Party for a special performance and afternoon of pre-festival partying.
