DESERT STORM: The Coachella Valley Music & Arts Festival, kicking off the first of two weekends April 11, has become a marketing powder keg for any fashion brand dealing in denim cutoffs and maxidresses. This year is no exception, with five-time fest sponsor H&M angling for a bigger piece of the pie with a new late-night dance party on April 12 featuring headliner Major Lazer and DJ Jesse Marco. For those unable to score an invite, the air-conditioned fairground tent will feature a traveling showroom and virtual runway, Wi-Fi, charging stations and a photo booth.

The Swedish chain will be going head-to-head with the Guess- and Nylon-sponsored Neon Carnival and an Adidas and Jeremy Scott after-hours bash. Also in the mix are daytime pool parties from Lacoste, Guess, Stylebop, Dickies and Tilly’s.

This story first appeared in the April 3, 2014 issue of WWD. Subscribe Today.

Magazines Harper’s Bazaar, Details, Spin and Filter are also throwing bashes and celebrities headed to the desert include Florence Welch, Karlie Kloss, Kid Cudi, Emmy Rossum, Riley Keough, Lea Michele, Elijah Wood, Emma Roberts, Julianne Hough and Haim.

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