Coachella

Beauty labels hope to court the concert set for both brand awareness and trendsetting opportunities.

The two-weekend music festival kicks off on Friday amid questions about whether it’s losing its cachet with music lovers – and its status as one of fashion’s top marketing opportunities.

This week, everyone will be talking about LVMH’s latest results, the return of Coachella and an important US inflation gauge.

Brands must look for creative, cost-efficient and sensitive ways to communicate during this difficult time.

Tiny New York label Area was everywhere on social media at this year’s Coachella, alongside much bigger brands like Revolve. Here’s how they did it - without paying a cent.