Being an avid Youtube and Instagram user, I have noticed the increased hype over Coachella this year with popular fashion and lifestyle bloggers. Hype may even be putting it lightly… I think the term obsession may be more appropriate. While Coachella has always been viewed as an event to show off the best of festival fashion, it has been taken to a whole new level this year. I keep asking myself, why is this?
My favorite fashion bloggers like Danielle Bernstein of WeWoreWhat and Chiara Ferragni of The Blonde Salad have been documenting their last few months spent preparing for Coachella. Yes, months. There have been constant Instagram stories and snapchats of them receiving packages in the mail from companies as well as their various visits to brand showrooms in preparation for their finest festival-inspired looks. From what I can recall of the past years, there has never been this much obsession over what to wear and what types of statements are to be made.
(pictures via @weworewhat on Instagram)
Being a fashionista myself, I absolutely recognize all of the fun that goes into preparing your looks for music festivals. It gives you a chance to dress in ways you may not typically dress in your everyday life. I mean who doesn’t love the glitter, boho dresses, and cowgirl-themed accessories? Coachella gives you a chance to be someone new and embrace the gypsy fashion while listening to some of your favorite bands in the middle of the desert. However, I can’t help but wonder if Coachella has now become more of a brand investment rather than a fun source of self-expression.
We all know that fashion bloggers get paid by brands to wear their clothing and post pictures of them wearing it. It is also no question that Coachella fashion gets A LOT of attention and A LOT of searches. This makes me wonder if Coachella is just an excuse for fashion bloggers to get increased exposure from social media and magazine articles, which is why bloggers are spending so much time preparing for it. The more preparation, the crazier the looks, the more exposure, the more money bloggers are paid by brands.
(pictures via @chiaraferragni on Instagram)
Not only has this festival turned into a business venture for fashion bloggers, but it has become hard work for all of the brands involved as well. If you work for a popular bohemian fashion brand you can forget about enjoying the music at Coachella. Countless months are spent planning parties, looks, press events, showroom invites, and more. I mean, I thought music festivals were a fun place to enjoy music, but have you once heard a blogger talk about what artists were going to be there or who they couldn’t wait to hear live? I know I haven’t. All the talk is simply about wearing which look which day and getting this shot, in that location. I have mentioned this before, but life should be about enjoying the moment rather than planning it. We don’t want to see posed picture, we want to see people genuinely enjoying themselves.
While I am excited to not only hear the live performances from Coachella this weekend, I am also looking forward to all of the Instagram posts of what everyone is wearing. However, some of the magic for me will be lost. Just knowing all of the business that has gone behind an event that is supposed to be so fun, carefree, and effortless, loses Coachella’s sense of purpose for me. What do you think about the evolution of Coachella and its attendees? Let me know by leaving me a comment!