{"id":838190,"date":"2025-04-16T14:47:08","date_gmt":"2025-04-16T18:47:08","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/guess-jeans-returned-to-the-desert-for-its-4th-annual-brand-experience-reimagined-by-iconic-japanese-graphic-artist-verdy\/"},"modified":"2025-04-16T14:47:08","modified_gmt":"2025-04-16T18:47:08","slug":"guess-jeans-returned-to-the-desert-for-its-4th-annual-brand-experience-reimagined-by-iconic-japanese-graphic-artist-verdy","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/guess-jeans-returned-to-the-desert-for-its-4th-annual-brand-experience-reimagined-by-iconic-japanese-graphic-artist-verdy\/","title":{"rendered":"GUESS JEANS RETURNED TO THE DESERT FOR ITS 4TH ANNUAL BRAND EXPERIENCE–REIMAGINED BY ICONIC JAPANESE GRAPHIC ARTIST VERDY"},"content":{"rendered":"
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PR Newswire<\/p>\n<\/p><\/div>\n

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\n LOS ANGELES<\/span>
\n <\/span>, April 16, 2025<\/span><\/span> \/PRNewswire\/ — GUESS JEANS made its highly anticipated return to the desert for the fourth year in a row, unveiling a refreshed and\u00a0reimagined brand experience in collaboration with celebrated Japanese graphic artist and creative force, VERDY. The weekend marked the debut of their new creative partnership, bringing VERDY’s distinct visual language to life across every detail of the multi-day celebration.<\/p>\n

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\n \"Vick
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Set at an exclusive luxury compound just steps from the Coachella Festival grounds in Indio, California<\/span>, GUESS JEANS hosted its extended community of artists, tastemakers, and global brand ambassadors during the festival’s opening weekend. Each guest attended the festival and also gained access to a curated lineup of events held on the compound\u2014from an intimate welcome dinner by Jon & Vinny’s to exclusive late-night afterparties.<\/p>\n

VERDY infused the weekend with his signature aesthetic\u2014designing all event branding, graphics, and visual identity, including exclusive, unreleased merchandise available only to compound guests. His beloved character Vick made special appearances across the event’s materials, reimagined alongside a playful cartoon version of the GUESS JEANS logo.<\/p>\n

\n “Coachella<\/span> is the best festival in the world \u2013 I was lucky enough to be the Artist in Residence in 2023. I’m excited to return this year with GUESS JEANS to create the ultimate hospitality experience,”<\/i> says VERDY.<\/p>\n

Past compound guests have included the likes of Devon Lee Carlson<\/span>, J Balvin, Lila Moss<\/span>, Luka Sabbat and Quenelin Blackwell. This year’s guest list was equally star-studded, including Teyana Taylor<\/span>, Normani, Lila Moss<\/span>, Evan Mock<\/span>, A$AP Nast, Rickey Thompson<\/span>, Bretman Rock<\/b>, and Eiza Gonzalez<\/span><\/b>, among others.<\/p>\n

Saturday evening, the hottest private party of the weekend took place at the GUESS JEANS compound with an impromptu take over from Charli XCX<\/b> and her legendary crew of collaborators and friends. Winding down from her momentous performance at Coachella<\/span>, Charli jumped on the decks for a spontaneous DJ set with her fianc\u00e9 George Daniel<\/span><\/b>following iconic back to back sets from friends Zoe Gitter<\/span><\/b>and Alex Chapman<\/span>.<\/b><\/p>\n

Sunday evening rapper, singer-songwriter and long-term collaborator; Don Toliver<\/span><\/b>shuts down Coachella<\/span> weekend 1 with an a-list private party at the GUESS JEANS desert compound. Coming off his PSYCHO tour, Toliver rolls up to the GUESS JEANS desert compound, bringing DJ sets from Chase B<\/b> and Anderson Paak<\/span><\/b>. Friends and collaborators, Ty Dolla<\/span> $ign, Shaboozey, Tyga<\/b> and YG<\/b> joined the party and took to the mic for impromptu performances alongside Toliver, keeping the energy of the weekend alive until late.<\/p>\n

“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. From bringing in people like Don Toliver<\/span>, who we have an on-going personal & working relationship with, to Charli XCX who we’ve worked with previously, creating bespoke tour looks. It’s important for us to keep those close relationships with the people who support us. California<\/span> is in our roots and with Indio<\/span> in our backyard, hosting this annual desert gathering is our way of thanking our extended community for being part of the GUESS JEANS universe,” <\/i>says Nicolai Marciano<\/span>, Chief New Business Development Officer, Guess Jeans.<\/p>\n

Amongst the star-studded party guestlist: Julia Fox<\/span>, Alex Consani<\/span>, Timothee Chalamet, Justin Bieber<\/span>, Hailey Bieber<\/span>, Anya Taylor Joy<\/span>, Cara Delevingne, Paris Hilton<\/span>, Lorde, Gabriette, Troye Sivan<\/span>, The Dare, Brooklyn Beckham, Nicola Peltz Beckham<\/span>, Eiza Gonzalez<\/span>, Quen Blackwell<\/span>, Teyanna Taylor<\/span>, Leonardo DiCaprio<\/span>, Vittoria Ceretti<\/span>, Emma Roberts<\/span>, Tobey Maguire, Tyga, Dixie Demillio<\/span>, Emma Chamberlain<\/span>, Alix Earle<\/span>, Karrueche Tran, Yeat, A$AP Nast, Victoria Monet<\/span>, Normani, Evan Mock<\/span>, Clairo, Amelia Dimoldenberg, Lila Moss<\/span>, Jodie Turner Smith<\/span>,<\/i> were all seen arriving for the GUESS JEANS events on Saturday and Sunday.<\/p>\n

To round out the weekend’s luxury experience, GUESS JEANS partnered with a number of leading lifestyle brands:<\/p>\n