Coachella Brings Fashion to Fantastical HeightsCoachella, the highest grossing music festival in the United States, is just around the corner but year after year the festivities are becoming more and more commercialized. Six-time sponsor H&M, who has previously set up a shop on the grounds where showgoers can purchase exclusive pieces from its Coachella-branded line right on the festival grounds, have an entire Coachella inspired collection out in 360 different stores across the globe. Luxury fashion magazine Harper’s Bazaar’s shop in La Quinta, a resort in Palm Springs, will carry a breadth of upscale labels including Aurelie Bidermann, Mansur Gavriel and Westward Leaning for chella boys and girls to do shopping between concerts.
And that’s just two of the many fashion and beauty-fueled events happening at the two-weekend long festival, where choosing an outfit is more important than what bands are on the roster.
Attracting over half a million compatriots last year according to Billboard Boxscore, Coachella has come to look like a fashion editorial. Coachella also kicks off a cavalcade of other festivals over the span of spring and summer in the United States, making it a springboard for fashion’s spring/summer collections.
“Because it’s the first major event of its kind each year, Coachella sets the fashion stage for the other festivals that follow it,” says Michael Fernandez, founder and CEO of New York-based marketing agency Factory 360. H&M has reported that celebrity Coachella regulars––including Lauren Bosworth, Sophia Bush and Diane Kruger––helped boost the brand’s sales and image.
“H&M always wants to be where our customers are, and they’re at Coachella,” says H&M spokeswoman Marybeth Schmitt. “Coachella is also a state of mind, so we will also offer the collection globally, so they can buy a piece of [its] spirit anywhere in the world.”
This year’s Coachella will take place over two weekends, April 10-12 and April 17-19. For more street style from Coachella, visit our gallery here.