The Coachella fashion marketing blitz has kicked into overdrive, with a number of brands this week finalizing announcements on festival-related initiatives, most of which will take place during the first of two weekends, April 15 to 17. A Coachella first-timer, Calvin Klein Inc. — a wholly owned subsidiary of PVH Corp, the 130-year-old, $8 billion company that also owns the Tommy Hilfiger, Van Heusen, Izod, Arrow, Warner’s and Olga brands — said Wednesday it will host a desert “brand experience” in Palm Springs next Friday through Sunday.

The weekend will start with a large-scale warehouse music event late (as in, 11 p.m.) Friday that will feature DJ sets by headliner Alesso, Virgil Abloh and additional musical guests, as well as live broadcasts and socially led musical activations — i.e., posting sharable videos, anyone? The brand will take over a historic desert property in Palm Springs and transform it into an “immersive lifestyle experience” (see: H&M’s version of what that means) that will host an invite-only guests from the music, fashion and art worlds for the duration of the weekend. Onsite, guests will partake in music, fashion, fitness, food, art and social moments.

Calvin Klein joins festival sponsor H&M, retailer Revolve, Rachel Zoe, Levi’s, Rebecca Minkoff, Jeremy Scott, the Council of Fashion Designers of America and Jonathan Simkhai as the latest fashion brand to join the mix. Luckily, most of those events, with the exception of H&M’s interactive festival tent, will take place at hotels and private homes in and around Palm Springs and Indio, Calif. (known as the Coachella Valley). As decreed by festival producers Goldenvoice, no professional photographers from any publications or media outlets have been granted press credentials to take photos at the festival. That privilege is reserved for the festival’s in-house photo team. The same can’t be said for the thousands of festival-goers armed with cell phones and point-and-shoot cameras. Given the limited number of cell phone towers in the desert, social media should brace itself for some potential Twitter crashes spawned by the collision of music and fashion.

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