From Woodstock in 1969, festivals throughout the years have been filled with music, friends, drugs and… you guessed it, FASHION. Sometimes after these big festivals I find myself ignoring which bands headlined and instead researching which designers headlined. Just recently, the Coachella Valley Music and Arts Festival served as a Red Carpet opportunity for designers on a mixture of grass and dirt in the middle of a desert. Hmmm, can you say boho styles?
Coachella was more than just two fun-filled weekends, though. It was the perfect opportunity for brands like H&M, Old Navy, Guess and Opening Ceremony to promote themselves on a ton of really hot bods. The PR ploy still has people talking even after the event has come to an end.
Sometimes people forget the event side of PR. They forget how effective special events can be to a brand’s reputation, especially those in the fashion industry. Coachella, although a festival meant for music, turned into a stylish sensation. Here’s how.
Guess was very prominent on Twitter during the festival. They used the medium to promote themselves by hyping up their followers with personal, light-hearted tweets. Guess also invited its fans to post their “Outfit Of The Day” with the hashtag LoveGUESS to be featured in its gallery. Their account was flooded with boho fashion tips and pictures of the hottest Coachella outfits that reached its 170,000 followers. Guess found the beauty in social media – a wide audience reach to create buzz around their brand.
H&M and Alexander Wang
First of all, if you didn’t already know, H&M AND ALEXANDER WANG ARE COLLABORATING! I was so excited to hear the news but even more excited about how they announced it. The popular brand and genius designer held a party at Coachella. Each brand sent invites to separate parties, but when guests arrived from two separate enterances to one venue, they realized they were at a joint event. SURPRISE! What better way to announce a designer collab than at a festival with thousands of people dressed to impress?
Old Navy and Julianne Hough
“Dancing With The Stars” veteran Julianne Hough was all about Old Navy denim and boho necklaces this year at Coachella. This strategic partnership showed that stars didn’t have to dress in garments tagged at thousands of dollars to look great – this simple $24 chambray paired with cut-offs would do just fine. This look is so laid back and relatable to, well, normal people. Within days, media was blowing up with Hough’s outfit and Old Navy had fostered a new reputation – affordable, playful, chic. Other celebrities were not only given free clothes, but paid to wear them so designer’s brands would be captured by paparazzi.
Sephora brought beauty to the festival. It had a Sephora Collection tent on Coachella grounds for makeup touchups by stylists after everyone sweated it off in the desert. Ew. But how genius, right? Festival-goers were able to pop in the tent to cool down, charge their phones and freshen up with Sephora products. Celebs and artists were getting touched up too before they went on stage. The company had a huge presence at the festival and gained an even bigger presence on social media. The brand was able to reach thousands of people over two weekends. Kudos to you, Sephora.
Coachella was a huge success in the fashion industry. PR helped fill the tabloids with fashion and designer names. If you’ve seen it on Julianne Hough, you’ll see it on thousands of others this summer.
Did you attend Coachella this year or were you inspired by any outfits at the festival? Let me know in the comment section below!