Online fashion retailer Revolve claims the top spot for earned media value (EMV) at Coachella 2025, according to data from CreatorIQ. The company, which has built its business model around influencer marketing since its 2003 launch, maintains its festival presence despite an overall decline in Coachella marketing engagement.
Top Performing Brands
CreatorIQ’s ranking of top brands by EMV includes fashion retailers, beauty companies, and luxury labels:
- Revolve
- Adidas (apparel and footwear)
- Chanel (luxury fashion)
- Rhode Skin (Hailey Bieber’s skincare brand)
- Kosas (makeup)
- Free People (fashion retailer)
- One Size (cosmetics by Patrick Starrr)
- Guess (fashion retailer)
- BMW (automotive)
- Neutrogena (skincare and makeup)
Event Marketing Strategies
Revolve’s annual invite-only Revolve Festival featured performances from Cardi B and Lil Wayne, alongside food vendors like Raising Cane’s and Yeastie Boys. The activation helped secure its position at the top of the EMV rankings for consecutive years.
Rhode Skin, founded by Hailey Bieber, led beauty brands by partnering with Kendall Jenner’s 818 Tequila on a photo booth that dispensed free products to guests who shared their photos. Kosas drove pink SUVs around Palm Springs, distributing sunscreen, while Neutrogena, an official festival sponsor, provided 52 influencers and 200 gallons of free sunscreen on festival grounds.
Earlier in April, a class action lawsuit was filed against Revolve, alleging deceptive marketing practices through undisclosed influencer endorsements and seeking damages exceeding $50 million.
Declining Festival Impact
EMV metrics from Coachella’s first weekend declined from $52.63 million in 2024 to $40.8 million this year, according to CreatorIQ. Alex Rawitz, Director of Research and Insights at the firm, notes that Coachella began “feeling played out” around 2019, with Google Trends data showing lagging search interest for major music festivals.
According to a Business of Fashion report, while some brands scale back their festival presence, others continue investing in activations. Experts maintain that despite the overall decline, Coachella marketing remains valuable for brands seeking to attract new audiences and create content opportunities.
Festival style continues to evolve past the signature “Instagram aesthetic” of previous years. Pinterest reported pre-festival search increases for vintage low-rise jeans (up 329%), leather outfits (up 115%), and “dark dreamy aesthetic” (up 870%), indicating a diversity of styles replacing the once-dominant boho look.
Online fashion retailer Revolve claims the top spot for earned media value (EMV) at Coachella 2025, according to data from CreatorIQ. The company, which has built its business model around influencer marketing since its 2003 launch, maintains its festival presence despite an overall decline in Coachella marketing engagement.
Top Performing Brands
CreatorIQ’s ranking of top brands by EMV includes fashion retailers, beauty companies, and luxury labels:
Event Marketing Strategies
Revolve’s annual invite-only Revolve Festival featured performances from Cardi B and Lil Wayne, alongside food vendors like Raising Cane’s and Yeastie Boys. The activation helped secure its position at the top of the EMV rankings for consecutive years.
Rhode Skin, founded by Hailey Bieber, led beauty brands by partnering with Kendall Jenner’s 818 Tequila on a photo booth that dispensed free products to guests who shared their photos. Kosas drove pink SUVs around Palm Springs, distributing sunscreen, while Neutrogena, an official festival sponsor, provided 52 influencers and 200 gallons of free sunscreen on festival grounds.
Earlier in April, a class action lawsuit was filed against Revolve, alleging deceptive marketing practices through undisclosed influencer endorsements and seeking damages exceeding $50 million.
Declining Festival Impact
EMV metrics from Coachella’s first weekend declined from $52.63 million in 2024 to $40.8 million this year, according to CreatorIQ. Alex Rawitz, Director of Research and Insights at the firm, notes that Coachella began “feeling played out” around 2019, with Google Trends data showing lagging search interest for major music festivals.
According to a Business of Fashion report, while some brands scale back their festival presence, others continue investing in activations. Experts maintain that despite the overall decline, Coachella marketing remains valuable for brands seeking to attract new audiences and create content opportunities.
Festival style continues to evolve past the signature “Instagram aesthetic” of previous years. Pinterest reported pre-festival search increases for vintage low-rise jeans (up 329%), leather outfits (up 115%), and “dark dreamy aesthetic” (up 870%), indicating a diversity of styles replacing the once-dominant boho look.