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Latest company case about   Coachella: Why all music festival-goers look the same
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Aug 20, 2020

Coachella: Why all music festival-goers look the same

ast weekend, Coachella, the internationally renowned festival, opened in Indio, California. It's here in the desert that, for the last 19 years, the world's most celebrated musicians have taken to the stage, but also where summer fashion trends are perpetuated.
Take a quick look through this year's Coachella street style photos and you'll see a few recurring elements: fringe and cutoffs; gladiator sandals and desert boots; metallic bindi tattoos; Mexican-style embroidery and vintage-inspired anything.
Do you get the feeling you've seen this all before? That's no coincidence: The initial obsession with the celebrities who graced Glastonbury in rubber boots, short-shorts and vintage fur in the mid-aughts has spawned a global fashion aesthetic that continues to thrive as modern festival-goers scour the shops for pieces that evoke the right aesthetic.
"Fashion and nostalgia have always gone hand in hand, and when it comes to Coachella, it's that whole romanticism about having a music festival, open in the prairies, with a flower child look. It's a hippie look mixed with grunge elements," said Anupreet Bhui, senior editor for global street style at the trend forecasting agency WGSN, who monitors more than 20 festivals around the world. "It's more about the looks than the ideology. Let's not forget: it's the Instagram generation."
Brands and retailers have clearly taken note, with Topshop, H&M, Adidas, Barneys and others dispensing festival-focused capsule collections and
shopping edits.
 
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