The dressing-up trend is for throwaway chic – good news for sellers, sponsors and influencers, less so for the environment
Festival fashion, with its riot of colour, sequins, flower crowns and anything-goes outfits, is back. After a two-year, pandemic-induced hiatus, Coachella, the California-based music festival that attracts 250,000 fans, made its return this weekend, bringing with it vibrant new trends and a cash boost for the fashion industry.
Coachella, the most fashionable event of the festival season, is known as much for its outfits as its performances. Trends for the rest of the year’s festival fashion are often dictated by the outfits worn by celebrities like Kendall Jenner, Katy Perry and Gigi Hadid. For streetwear brands and fast-fashion labels, Coachella is particularly important. The Boohoo-owned fast-fashion label, Pretty Little Thing, streetwear resale site StockX and US-based Gen Z retailer Revolve will sponsor areas at the festival, not just to advertise to attendees but also to those watching from home and on social media.
