The Coachella Valley Music and Arts Festival returns to the desert for the 19th year this weekend with a heavy slate of fashion tastemakers onstage (Ariana Grande, Janelle Monáe, Virgil Abloh, Jaden Smith, Kanye West) and plenty of blue-chip fashion brand activations, from Tmall and YSL Beauté’s gas-station pop-up to Levi’s coming-out party for new 501 jeans face Hailey Bieber and an Adidas barbecue at ultraexclusive 37-acre Zenyara Estate that new collaborator Beyoncé is rumored to be attending.
While many artists will be wearing custom designer looks (Beyoncé set the bar for that last year, when she wore Balmain and rolled out a fashion collaboration with the luxury brand afterward), some are looking for under-the-radar brands to stand out.
“All of the artists I’m working with are wearing small brands and custom pieces, stuff that’s very unique,” said stylist Samantha Burkhart, who is working with Diplo, Rosalía and Billie Eilish, who will roll out a collaboration with Los Angeles-based streetwear brand Siberia Hills based on one of her custom Coachella looks. “In an age when everything is commodified, it’s great to work with smaller designers.”
For festivalgoers, the emphasis is on being Instagram-ready. “It’s gotten really bougie! It’s like, bring your makeup artist
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