At Coachella Weekend 1, LOFT celebrated the return of its Summer of LOFT campaign to kick off festival season at Camp Poosh in Coachella Valley.

LOFT had an even larger presence on Saturday than their debut at Camp Poosh in 2025, hosting a denim bar activation to customize a Denim Jacket or Denim Bermuda shorts from LOFT’s latest line, Rivete Denim. The Denim Workshop tent had the longest line at the event from start to finish, and featured exclusive LOFT x Poosh patches, embroidery, and other exciting embellishments.

In addition to being the event's most sought-after customization tent as the event's exclusive denim sponsor, LOFT teamed up with Cotton, Inc. to co-host the event’s Con-Tent, featuring the brand’s new cotton-rich line, Rivete Denim. The live photobooth was the first stop for all Campers entering the event and a must-have souvenir photo to commemorate their time at Camp Poosh.

Ashlee Simpson was this year’s guest performer, who stunned on stage in head-to-toe LOFT.  Among the 1500+ attendees at the private event was actress Olivia Holt, also dressed in head-to-toe LOFT. Additionally, model Camille Kostek was spotted at Camp Poosh wearing LOFT.

Images courtesy of LOFT