jewelry, shock crew and mix & match in the desert

APM Monaco takes 11 international talents to the Californian desert to experience Coachella: the most influential music and fashion festival in the world. This year, the Monegasque House has indeed seen things big with an immersive activation lasting several days between Los Angeles and Palm Springs, entirely focused on its “Chic, Fashion & Smile” universe.

A modern and global casting that says it all

For this edition, APM Monaco is not banking on traditional notoriety. The crew brings together 11 carefully selected profiles at the intersection of fashion, music, digital and entertainment. A constellation of talents who shape the contours of the culture of their generation. Among them, Carla Ginola, Matteo Sinet and Isabeau de la Tour on the French side, Elisa Maino and Yasmin Barbieri from Italy, Issi Poopi for the United States and Jacob Rott, TingTing Lai and Tim Schaecker for the German-speaking market.

Two muses of the House complete this picture: Baptiste Giabiconi, international model revealed by Karl Lagerfeld and a key male figure in French luxury, and Dixie D’Amelio, American singer and social media star who has more than 50 million subscribers on TikTok. The two muses will notably take the reins of the exclusive dinner at Nobu in Los Angeles, an evening at which Léna Situations will also make an appearance, for one evening.

Behind the glamour, an assertive brand strategy

Each talent present embodies a distinct audience territory, from American Gen Z to European fashion communities, and produces content from the heart of the experience, with APM Monaco jewelry present in the frame, naturally.

The mechanism is well established but here particularly well calibrated: Coachella is not just a festival, it is a global cultural moment that generates massive organic attention for two weekends. By joining with an international crew and a dense program of activities (launch dinner at Nobu Malibu, pool party in the architectural Invisible House), APM Monaco is not just present. She creates premium content in a setting that is self-sufficient.

Mix & match as an art of living

To accompany this Californian trip, APM Monaco is banking on something freer than a single collection: mix & match. The idea? Superimpose, combine, mix pieces from several collections without imposed rules. Multiple rings on the same hand, necklaces of different lengths, stacked bracelets, etc.

Each talent creates their own look based on the House’s creations. An approach that fits perfectly with the spirit of Coachella, a festival where personal style takes precedence over codes, and which reflects the DNA of APM Monaco: jewelry made to be worn in your own way, not displayed behind glass.

And finally, we are sure of one thing this year: the sun will not be the only one to shine at Coachella.

Learn more about APM Monaco.