The Coachella Valley Music and Arts Festival, held annually in April in California, U.S., is notable not only for its dazzling stages but also as a preview of the stylish looks that will lead this summer’s trends among global celebrities. This year’s Coachella saw a rise in understated, effortlessly chic styles as the go-to festival look for global stars.

BLACKPINK’s Jennie shared photos from the Coachella site on her Instagram on the 14th. She paired a ring-tie tee with a red accent at the neckline with a clean midi denim skirt, adding flair with a large-buckle belt and sunglasses.

Kendall Jenner, a global model with approximately 300 million Instagram followers, also opted for a restrained aesthetic, layering boots, a hat, and accessories with a white sleeveless top and white shorts.

Recently, minimalist looks that maintain one’s everyday style have been regarded as the “most sophisticated choice.” Flashy fashion that appears overly styled has come to be seen as outdated, while understated styles with accessories adding subtle accents to everyday outfits have emerged as the new festival fashion trend.

◇ Festival Looks Targeting the Summer Fashion Market

The rise of festival fashion as a focus in the industry traces back to the 2000s Glastonbury Festival in the U.K. Styles showcased by fashion icons like Kate Moss and Alexa Chung at the festival spread globally through media, establishing festival fashion as its own genre.

This trend continues today. Last year, ZARA unveiled its Spring/Summer 2025 collection under the “Festival” concept, collaborating with Kate Moss and musician Bobby Gillespie. The collection—featuring leather pants, jackets, Western-style tees, skirts, shirts, boots, and bags—focused on styles suitable for music festivals.

H&M also emphasized the “Festival Ready” keyword in its spring/summer season campaign last year. It proposed styles blending bohemian and glam-rock vibes, wearable not only at festivals but also in urban settings.

Domestic fashion brands are responding accordingly. American casual brand WHO.A.U (WHO.A.U) released its summer 2024 collection “Endless Fest,” targeting festival demand. The collection was unveiled one month earlier than the previous year, ahead of the early heatwave.

The collection reinterprets 1990s festival aesthetics with modern items. Notable pieces include the “Golf Henley Short Sleeve T-Shirt,” which has sold 50,000 units cumulatively, a vintage-inspired “Patch Tee,” a “Check Pattern Blouse,” and a “Long Tiered Skirt” made of dobby fabric.

A WHO.A.U official stated, “We prepared a summer collection reflecting festival season demand and designed for everyday wear,” adding, “We will continue to introduce daily wear that complements a cool, free-spirited lifestyle.”