Ack! Every Store at the Mall Is Pandering to Coachella-Goers | West Coast Sound | Los Angeles | Los Angeles News and Events | LA Weekly

Ack! Every Store at the Mall Is Pandering to Coachella-Goers

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Mon, Apr 7, 2014 at 4:00 AM
click to enlarge VICTORIASSECRET.COM
If you think Coachella is mainly about the music you're naive; it's become one of SoCal's most highly-anticipated fashion shows. Say what you want about the styles - the floppy hats and the garlands and those gosh darn spirit hoodies  - but Coachella most certainly has a "look."

Once upon a time, these fashions were about expressing your creativity with outfits you put together yourself, no? Now mall retailers are dominating the game, selling everything from desert-style fringed crop tops to flower crowns.

Most stores won't literally use the word "Coachella" in their ads, of course, but they've taken to hashtagging #festivalready on Instagram or even hosting pre-Coachella hula-hoop lessons in their stores. Here are the five most obvious offenders, from low-key to ridiculous.

click to enlarge URBANOUTFITTERS.COM
Urban Outfitters
What are they selling? Small, fringed shoulder bags, lace tunics, panama hats, and feather head wraps.
How obviously are they pandering? Considering how quickly they usually appropriate trends like this, Urban Outfitters isn't being as obvious about commercializing Coachella as you'd expect. Their spring line is clearly Coachella-centric, but they aren't doing in-your-face promotions.

click to enlarge VICTORIASSECRET.COM
Pink by Victoria's Secret
What are they selling? See-through tanks, bikinis, backpacks and printed bralettes.
How obviously are they pandering? The lingerie giant doesn't seem to have put in much effort here. The "festival style" page for their youth-geared Pink line is just newly added bikini tops and some jean shorts they were already selling. Swimsuits can pass as clothing...right?

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