COACHELLA’S DESERT STORM CONTINUES: Amid the more ephemeral marketing events, Trina Turk will make a lasting impression at Coachella with the April 8 debut of her second Palm Springs store. Located in the lobby of the Parker Palm Springs hotel, the boutique will offer a curated mix of poolside gear, activewear, accessories, gifts and travel items along with Turk’s 20th anniversary capsule collection. More brands have also joined the event mix for the festival’s first weekend: Coach creative director Stuart Vevers will host the next Installation of Coach Backstage concerts on April 11 in La Quinta; MAC Cosmetics and Mia Moretti will celebrate the DJ’s music festival-inspired collection with a poolside event the same day at the Ingleside Inn; and Refinery 29 and A-OK Collective will host a weekend-long pool party called Paradiso at the Sagauro Hotel on April 11 and 12. Kiehls is also showing love for the men in the form of a barbershop at The Retreat @ Coachella, a three-day takeover of Sparrows Lodge.

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