Authentic Takes Over the Desert's Defining Weekend
Authentic set up roots, took over surf clubs and created something entirely its own during one of culture’s biggest festival weekends. From the GUESS? Compound to Vince Camuto’s Wonderbloom Oasis Lounge, our brands showed up across the desert, commanding attention as one of fashion and entertainment’s most prominent forces.
GUESS? transformed a desert estate into a celebrity compound
Photos: Myles Hendrik
The GUESS? space was the weekend’s most coveted address, a nine-home desert estate where celebrities, creators and influencers lived inside the world of GUESS? for three straight days. Among the guests were actors, musicians and cultural tastemakers including Anya Taylor-Joy, Emma Roberts, Winnie Harlow, Dixie D’Amelio, Jennie Kim, Dylan Minnette and FINNEAS.
Lucky Brand hosted the creator house of the weekend
Lucky Brand hosted the weekend’s most charmed house party, inviting 11 creators, including Sophia Suchan, Steven Kelly, Emma Rose and Kendra Bailey for a fully branded experience. Guests celebrated the launch of the Addison Ultra Low Short, inspired by the pop star who headlined her first solo performance at the festival.
Camp Hunter made its mark with a striking display that turned heads
Hunter set up a field station celebrating its all-weather heritage with festival-ready footwear and a photo booth that left guests with something worth keeping. At the field station, creators Olivia Nora Dayton and Addison Davis showed off their own pairs of the Hunter Original Tall Rain boots, bringing beloved British heritage to the desert.
Frye’s Bows & Pose experience was the boot customization moment everyone wanted in on
Frye saddled up for the weekend with Bows & Pose, a display featuring the iconic Frye boots that invoked the heritage roots of the festival with the brand’s signature American style. Fans got into the spirit of Frye by immersing themselves in a hands-on bow and bandana customization station, where every guest left with a look entirely their own.
Quiksilver and Roxy took over the Palm Springs Surf Club
Quiksilver and Roxy took over the Palm Springs Surf Club, with Quiksilver claiming the wave pool and Roxy setting up at the lounge and lazy river. Together, the brands turned the Palm Springs Surf Club into their own private beach for attendees, including athletes and brand ambassadors Jackson Bunch IV, Rex Hennings, Nick Marshall, Makana Franzmann, Izzi Gomez, Jessie van Niekerk and Estorya Martínez.
Vince Camuto’s WonderBloom Oasis was the most immersive escape of the weekend
Vince Camuto’s Wonderbloom Oasis Lounge invited guests to relax, recharge and discover their signature scent in a lounge with Vince Camuto heels and accessories on full display. Guided by a fragrance expert, guests received personalized scent readings to find the fragrance that best matched their festival-ready energy and left with a full-sized fragrance of their own.
Reebok’s Club C was the sneaker of the weekend
Reebok set up a popup in the desert, let the Classics speak for themselves and sent everyone home with a fresh pair of Club Cs. Guests also enjoyed the curated Forever Adorned x Reebok experience, where guests created their own piece of permanent jewelry to commemorate the festival.
Forever 21’s Carried Away Lounge STOPPED the crowd
Forever 21 gave festival-goers a dedicated styling and gifting hub, stocked with curated apparel, accessories and the ultimate finishing touches. Fans had the opportunity to elevate their festival looks and take away their finds in a limited-edition version of the iconic yellow bag.