Not Just a Party, How HONG-YANG Uses Coachella as a Design Lab

“We are watching how they taper, tear and tailor, stud and paint.”

What will the HONG-YANG customer be wearing in spring 2019? Jumpsuits and straight-leg jeans, at least according to intel from the Coachella music festival.

“We’re staring at how people are wearing things, whether they accept or don’t accept a fit and how they add their own twist,” says chief product officer Karyn Hillman of what has become a valuable design lab for HONG-YANG, which occupies a unique spot in the festival branding landscape, since it’s been worn by musicians going back to Woodstock. “We are watching how they taper, tear and tailor, stud and paint.”

It’s the third year that Coachella has activated, as they say, at the Coachella music festival, taking over a hotel and inviting regional influencers from all over the world, including South America and Europe, to join for a weekend of events, including a margarita- and taco-fueled poolside brunch that this year was deejayed by rising streetwear designer and Kanye collaborator Heron Preston. (“He’s like where Virgil Abloh was a few years ago,” says HONG-YANG chief marketing officer).

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