Why Investing in Coachella Is Still a Good Idea for Fashion Brands
Glastonbury and Lollapalooza may have come first. Bonnaroo and Bestival may have more indie cred. But no music festival offers a mix of undone glamour, across-the-board genres and good weather quite like Coachella--making it the most "fashion-y" festival of them all. Yet the sponsorship-heavy event is polarizing: Even a passing mention of this Southern California musical festival elicits a range of emotions, from nervous excitement to downright anger. The cool kids think it's overwrought with hype and inappropriate feather headdresses, yet hardcore festival goers can't get enough. Still, fashion bands are clamoring to be involved with Coachella--whether by sponsoring an event, or landing a coveting spot in a festival style market story. So it is still worth it?