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The third annual Armani A/X and T-Mobile Neon Carnival attracted predictably huge names at Coachella over the weekend, just as Armani-produced parties in New York, L.A., London, Milan, Cannes or Paris always do. The brand maintains great celebrity relationships with a broad spectrum of age groups. And Emma Roberts, Jessica Szohr, Camilla Belle, Ashley Madekwe, Jamie Chung, Bryan Greenberg, Ryan Rottman, Emile Hirsch and Kellan Lutz wore pieces from Armani Exchange, which is Armani’s lower-priced line, whose t-shirts, jackets, and denim are good for guys and girls.
Among the bumper cars, the neon ferris wheel, a giant slide and carnival games, Usher, Gerard Butler, Cory Monteith, Josh Hutcherson, Kevin Connolly, Lukas Haas and Emile Hirsch among others hung out; even supermodel Chanel Iman and New York wunderkind designer Alexander Wang turned up to celebrate under a neon-tinged sky. Wang’s young, hipster-friendly looks are perfect for the Coachella crowd, but he seemed more interested in partying and watching music than promoting his designs. But as rare as it is for a designer to attend another brand’s event, Coachella was apparently too great a lure.
The Brent Bolthouse-produced event was in part intended to celebrate the launch of the A/X Color Pop Watch, a new collection of ten bright eyepieces. You can bet all of the attending celebs all left with one of the timepieces. T-Mobile was showing off the company’s new T-Mobile HTC One S, a smartphone due out this spring that’s not only their thinnest to date, it’s enhanced by Beats by Dr. Dre technology. Too bad Dr. Dre himself didn’t make the party, but he still made an apparance at Coachella when he performed the next evening.
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