A|X Armani Exchange and T-Mobile kicked off the first weekend of the Coachella Valley Music and Arts Festival with the third annual neon carnival party. The desert carnival, whose attendees included Usher, Gerard Butler and "The Hunger Games' " Josh Hutcherson, celebrated the launch of the A|X new color pop watches and T-Mobile's new HTC One S phone. "Music is a big part of the brand's DNA," said Patrick Doddy, senior vice president of Armani Exchange, about the brand's decision to host an event at Coachella. "Music crosses all borders and reaches a young generation that embraces the urban lifestyle and nightlife, while expressing themselves through music plus personal style." Celebrity attendees Kellan Lutz, Emma Roberts and Camilla Belle were all seen sporting the color pop watch in very berry red. Jessica Szohr, who wore a gold jumpsuit and contrast stitch pink sweater, both by A|X, chose the watch in bumble-gum pink. Guests clad in colored denim and tank tops bobbed their heads to the music, played carnival games and hopped on the rides, including a giant Ferris wheel. Roberts, who wore denim cutoff shorts and a straw hat, was spotted with Chord Overstreet as they playfully nudged each other on the bumper cars. Paris Hilton was also in attendance, sporting a giant pair of shades, a bikini top and multicolored long maxi rocking out on the black and white checkered dance floor. The A|X Armani Exchange color pop watch is available for $100 at select Armani Exchange stores and at www.armaniwatchesstore.co.uk in May.
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