The Enigma of Coachella Fashion
Ah, Coachella. The music, the desert, and the sweet smell of a million flower crowns. Arguably today’s version of Woodstock, Coachella has become iconic – but not just for the music. Coachella is the annual fashion event of the summer, where risks are taken and trends are born. But throughout the years, and perhaps more noticeably this year, Coachella has become, well, predictable.
Don’t get me wrong – the looks so far are as beautiful as ever (and did you see THAT Rihanna look?). But there’s just something…off.
Maybe it’s that this so-called “indie” music festival is now swarming with celebrities and models every year. Of course, the wealth and status of the attendees contribute to the amazing fashion at Coachella, but at what cost socially? You’d think a music festival like Coachella would be about authenticity, not dressing up for the cameras – paparazzi or Instagram – or seeing who the next “It” girl will be.
And can we discuss the marketing ploys of huge corporations to try to weave themselves into the cultural fringe of the festival? While Victoria’s Secret no doubt benefited from their Coachella marketing campaign (4-5 VS Angels taking on the big music festival in none other than the new VS bralettes), the fact that they were using Coachella as an advertising trick totally killed the vibe. Victoria’s Secret is definitely not a brand you’d associate with Coachella because that’s just it: it’s a brand, and a superficial, money-centered one at that.
So what happened to Coachella? Was it always this caricature of flower crowns, air conditioned promo tents, and rich kids wearing couture? Maybe we’re trying to make Coachella something that it’s not. Woodstock occurred in a very different time than these, with no Instagram or Snapchat to fuel the fire. After all, just because something is becoming mainstream doesn’t mean it’s bad. But I can’t help but think of the irony of Coachella’s underground hipsterism becoming the marketing point of a Victoria’s Secret campaign. Perhaps another festival will pop up to balance the underground with the mainstream. But of course we haven’t heard about it…yet.
