What: StyleCon x STS Blue kickoff to festival season
Where: Indigo Hotel
The lowdown: If there’s ever an excuse to throw a shindig heavy on color, sparkle and boho vibes, it’s right before Coachella kicks in. Over the past few years, the 10-day-long music and arts festival has become a highly anticipated affair in the yearly fashion calendar—and so have the parties leading up to it. On March 28, StyleCon and STS Blue—an LA-based purveyor of denim—teamed up to host a poolside party at Indigo Hotel in the heart of downtown Los Angeles. (The event was also meant to benefit Shannon Elizabeth’s Animal Avengers, a non-profit animal rescue organization).
As a thumping beat blared in the background, fashion enthusiasts and social media personalities took full advantage of the various photo opp corners the team behind the bash set up. There was a Colette-Miller-inspired wings wall, with the wings made up of colorful photographs of kale, courtesy of Suja Juice (Suja Juice was present to promote its cold-pressed organic juices). There was also a thoughtfully decorated tipi with a mishmash of Insta-worthy pillows. Not to mention, there were plenty of props to choose from—inflatable flamingo and unicorn pool floats.
Throughout the event, attendees walked station to station and booth to booth to see what each featured brand offered up. Take, for example, Heroes Beauty, an LA-based beauty and skincare company which prides itself in giving a percentage of every sale to “national and local charities who help or inspire others.” Owner Stephani Faurot-Reuter, milled about, eager to lend a helping hand to anyone on a quest for finding the right shade of this or that.
STS Blue displayed their new lineup of merchandise of jackets and shorts, offering custom denim embroidery upon purchase. Ten Sixty Sherman even gave away some of their products in exchange for a social media share. Other brands seen onsite included Billion Dollar Brows, BeGlammed Now and ChicStudios.