Levi's brought a slew of superstar talent to its annual Coachella party
There were many surprise performances and unexpected collaborations on stage at the 2019 Coachella music festival, but one superstar brought all the celebs out to party in the desert with his two-hour-long DJ set.
Snoop Dogg hit the DJ booth at Levi’s annual Party in the Desert during weekend one of Coachella – and before long, tons of famous faces were getting their groove on. Among them: the face of Levi’s new 501 jeans campaign, Hailey Baldwin, plus models Emily Ratajkowski, Joan Smalls and Candice Huffine, rapper/actor Jaden Smith, NFL star Victor Cruz, actor Dylan McDermott and rapper Wiz Khalifa, who actually jumped into the DJ booth with Snoop at times during the party.
Snoop has been a friend of the brand for years, often DJing for company events, and caught up with PEOPLE post-show to explain how his affinity for the brand all started.
“I’ve been buying Levi’s for probably 37 years,” Snoop, 47, tells PEOPLE. “I struck a relationship with Levi’s once I became Snoop Dogg and was able to put a business plan in effect. They saw that I was wearing their product and I was supporting their product without them even giving me Levi’s. So it only made sense to forge a relationship with them because their product has always been a part of Snoop Dogg, and a part of my community.”
Since then, Snoop has partnered with the company on the Levi’s Music Project, which provides resources to community-based music programs throughout the world, and has lent his DJ-ing abilities to numerous brand events over the years.
“I’m down with Levi’s to the end because I believe in what they believe in and I like their spirit and it’s not just about making money off of it, it’s about giving back,” Snoop adds.
As it turns out, Snoop doesn’t just give back through music mentorship, he literally gives back his Levi’s by sharing his collection — which includes “thousands” of pieces — with fans.
“If I wear these [jeans] and go to a hotel room, I’m gonna leave these in the hotel room,” he explains. “So some lucky fan would be able to have Snoop Dogg pants and drawers in every state that he goes to. They get the whole package,” he adds laughing.
While he may have too many jeans to wear himself, growing up he only had one pair that he re-wore as many times as he could.
“My mother didn’t buy me my first pair, one of my cousins gave me some hand-me-down’s Levi’s,” he says. “I remember I treasured those pants. I probably wore them two or three times a week. I would change the shirt up so it would look like I had something different on.”
Snoop, along with the other A-list guests, were all dressed in Levi’s jeans, cutoffs or jackets at the party, and some added customized touches to their look; Huffine hit up the tie-dye station to enhance her Levi’s logo cropped tee, which she wore with Levi's Wedgie fit jeans.
For Baldwin, her go-to's were the 501 jeans. “I’ve worn 501s for a long time and it works with everything,” she tells PEOPLE about the iconic style. “To me, you can’t go wrong with denim, and Levi’s is the best denim brand.”
“I’m a crop top and sneakers and boots kind of girl. Or a bustier-style top,” she says. “Whatever you feel comfortable in, you can’t go wrong.”
Others who got the crop top memo included Ratajkowski (in Levi’s vintage jeans) and Smalls (in 501 cutoffs), who both wore midriff-baring shirts.