Guess, Marc Jacobs and Gap double down at Coachella

As Coachella continues to evolve as a central hub of fashion, music and cultural influence, brands are leaning further into experiential marketing. This year, labels like Gap, Marc Jacobs and Guess are moving beyond traditional activations to create fully immersive environments.

Guess builds on its desert takeover

Guess is hosting its fifth annual Desert Experience, a private, multi-day takeover. This year’s edition is reimagined by Verdy, whose signature aesthetic shapes the visual identity of the space and exclusive merchandise. Hosted in a private luxury compound just moments from the Coachella Festival grounds in Indio, the compound blends hospitality, fashion and music, with partners including Patron Tequila and Hennessy.

Marc Jacobs and Tao Group Hospitality partner

Marc Jacobs has teamed up with Tao Group Hospitality to debut a new experiential partnership. Launching at Coachella, the collaboration includes a series of high-profile events from a cocktail gathering at Mirabella Estate, co-hosted by Adriana Lima, to late-night programming at Zenyara Estate—marking the beginning of a broader slate of cultural activations planned for 2026.

Gap makes its festival debut with Hoodie House

On the festival grounds, Gap makes its official debut as exclusive apparel sponsor with “Hoodie House,” an interactive hub centered around customization and limited-edition product drops. At the center of the activation is a limited-edition Gap x Coachella hoodie available in a monochrome palette of black, navy and Gap’s signature heather grey. Festivalgoers can personalize their hoodies on-site with limited-edition custom patches, hoodie drawstring bead sets and collectible bag charms.