For some, the three-day Coachella Music Festival in Indio, California is as much about the parties surrounding the concerts as the music itself.
Lacoste, Armani Exchange, H&M, Patrón, Guess and Ugg Australia are just a few of the brands that sponsor extravagant parties both day and night for Coachella-goers.
Paris Hilton, Katy Perry, Sophia Bush, Alessandra Ambrosio and countless other celebs all took advantage of such industry parties this weekend.
And we have the photos to prove it.
Katy Perry posed with her pineapple drink at the Lacoste L!ve 4th annual desert pool party.
Model Alessandra Ambrosio lounged on Lacoste Home beach towels in a bungalow with Chris Pine and "Carrie Diaries" actress AnnaSophia Robb.
Rumer Willis and boyfriend Jayson Blair surveyed the grounds at the Lacoste party.
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