Its Coachella season, and its influence on fashion continues to take over.
Brands like Urban Outfitters, H&M and Princess Polly have been putting out festival-inspired collections on after the music ends. From low-rise studded denim to suede fringe, western-inspired fashion has taken over spring and summer collections.
But as this trend resurfaces year after year, it raises an important question: where does this aesthetic come from and why are brands so eager to profit from it?
Festival fashion didn’t appear out of nowhere; it is heavily rooted in bohemian style, which emerged in the late 1960s during a time of social and political rebellion. Often associated with the hippie movement, this style reflected anti-war sentiment, freedom of expression, and a rejection of traditional norms.
However, many elements of bohemian fashion were inspired by Native American and South Asian cultures, incorporating items such as headdresses, bindis, and intricate patterned textiles. While these elements were originally tied to cultural and spiritual significance, they were gradually repurposed into mainstream fashion trends.
The rise of festival style can be closely linked to events like Coachella Valley Music and Arts Festival, where the fashion became just as important as the music itself. In the early 2010s, celebrities like Vanessa Hudgens, Kendall Jenner and Kylie Jenner became the face of Coachella, popularizing fringe, crochet and western-inspired looks.
With the rise of platforms like TikTok, this aesthetic has only grown, as users recreate festival outfits and incorporate them into everyday fashion. As trends go viral, brands quickly follow, producing collections that align with what is popular and profitable.
However, this trend is not without controversy. The commercialization of festival fashion raises concerns about cultural appropriation, particularly when brands profit from aesthetics rooted in Native American culture without acknowledging their origins.
Items that hold cultural or spiritual significance are often reduced to fashion statements, stripped of their meaning, and sold for mass consumption. As festival fashion becomes more mainstream, these concerns are often overlooked. For many consumers, the focus is simply on achieving a certain look, rather than understanding its cultural implications.
There are levels to this conversation. Not every piece of festival-inspired clothing is inherently harmful; some elements simply reflect a broader aesthetic tied to music festivals and seasonal trends. In that sense, I feel like it’s inevitable that brands will continue to produce clothing that aligns with what consumers want.
However, I believe that there is a clear line between inspiration and appropriation. When brands and influencers adopt elements that are culturally significant without acknowledgment or respect, it becomes problematic. At the end of the day, many brands operate with the mindset that if something sells, it’s worth producing, and that’s where I believe the issue lies. In my opinion, consumers will buy what is marketed to them, but that doesn’t mean everything is meant to be sold.