Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

At Festivals, Fashion Taps the 'Currency of Cool'

Music festivals like Coachella, which attract influential, social-media savvy audiences, can be powerful marketing platforms, but ‘festival fatigue’ is a real risk.
Models, musicians, bloggers and other digital influencers at the 2015 Coachella Valley Music and Arts Festival | Source: Instagram/@chiaraferragni, @alessandraambrosio, @chungalexa, @hannahbronfman, @alessandraambrosio, @milest87
By
  • Helena Pike

LONDON, United Kingdom —

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Marketing
How new technologies and cultural shifts are rewiring fashion communications.

The Long, Slow Death of Sponsored Content

While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON