Why do you go to a festival? Is it for the music? Is it for the food? Maybe it’s just the perfect opportunity to hang out with great friends.
For years now, the reason people attend festivals such as Coachella and others, has been for two key reasons.
The first has been to check out the latest fashions and try to stay up to date on what is hot for the spring and summer months.
The second reason, and the one that seems to be gaining in importance, is for the experience.
The experience may be brought on by the music, it may be brought on through fashion, it might even be brought on by an enlightening moment when you say, “Ah, that is important to me.”
No matter your reasoning, when thousands gather in order to celebrate, learn or just vibe to the music, you seek it out because it is right for YOU.
For many years, festivals have been and continue to be the perfect place for fashion brands who seek to find fresh skin to wear their clothes.
According to a recent article from Vogue by Ellie Pithers, H&M (the Swedish retailer) has sponsored Coachella for the past seven years, and recently it released its second annual “H&M Loves Coachella” capsule collection (rainbow crochet, distressed jeans) fronted by Hailey Baldwin.
Other brands are catching on to the chance to profit with such festivals and lines. However, they are also catching on to the fact that people are wanting to pay more for the experiences to be had during these festivals than for their fashion.
Calvin Klein will host its first “desert rave”, having acquired a property near the festival to create “an immersive lifestyle experience”, and Jeremy Scott and Shopbop are hosting parties.
A perfect example of the need for the experience comes from the CEO of Wildfox (a T-shirt brand), Jimmy Sommers, who stated that when they didn’t have the money to promote their brand at Coachella, they simply flew a simple banner from a plane that stated “I’m higher than you” with a smiley face on it.
He says that more people saw that and felt that it captured the free spirit of Coachella. Brands such as Topshop (a high-street brand) seem to have the idea just right.
The brand’s design director Jacqui Markam stated that “It’s more about real girls interpreting and having fun with their own style – not blending in with the crowd, but standing out.”
Glastonbury Festival is a five-day festival of contemporary performing arts that takes place near Pilton, Somerset. In addition to contemporary music, the festival hosts dance, comedy, theatre, circus, cabaret, and other arts.
Leading pop and rock artists have headlined, alongside thousands of others appearing on smaller stages and performance areas.
While Coachella is quite a bit larger than Glastonbury, brands such as Hunter still see the festival as being the perfect opportunity to share their fashion with those that have a love of live music and endless cider.
Hunter is just one of the many brands that has decided to focus efforts on “directly engaging its customer”. Alasdhair Willis, the creative director of Hunter, said,
Festivals are more than just a destination for live music. The reach and commercial opportunity of festivals makes them a very serious business. The non-disposable moments at festivals carry so much weight – they are unforgettable, water-tight, locked-down emotional memories that as a brand, you want to access and be associated with.”
Kitsch Kandy strongly agrees with these new, fresh brands in that you do not need to spend a million bucks to look like a million bucks at these festivals to have some of the best experiences of your life and to make precious memories.
You can look hot and on top by simply wearing your favorite fashion statements and letting them blaze proudly.
It can be as simple as the perfect graphic tee with a statement on the chest and that perfect pair of jeans or shorts. It can be the way you choose to wear that rockin’ button down denim shirt and the accessories you choose to complement it.
It can be through your keen sense of tomboy style, or your catty fashionista sensibility. Come on in, choose the statement you want to make and rock it.