Coachella Pre-Party at Beach and Beverly in Hermosa Beach

Today I headed over to Beach and Beverly boutique in Hermosa Beach for their Festival Weekend Kickoff party. The cute little boutique opened on Pier Avenue 2 years ago and stocks local designers from LA as well as a few Australian designers to create a look that matches the store’s name marrying trendy Beverly Hills Fashion and relaxed California beach style. The store celebrated the arrival of Coachella with the latest trend in festival style, a braid bar they presented in partnership with the neighboring salon Jessica Rose. The braid bar is the newest installment that trend savvy retailers have been utilizing this season as elaborate braids have become a favorite among beauty bloggers and fashionistas this spring. You can’t have a Coachella party without flower crowns and Beach and Beverly didn’t disappoint with a table full of flowers and greenery to adorn braids with. I grabbed some delicious Belgian Waffles from my favorite French cafe afterwards and showed off my new look. 

Festival season is another addition to the multi-season retail calendar right in between spring and cruise collections. Coachella has become a nationwide event and for those who can’t make the trip to Palm Springs festival themed parties and experiences in their hometown have become standalone events in some places. Even anti-Coachella themed parties called “no-chella” have become popular events on college campuses on the big weekend. As the festival, itself moves away from trendy “festival fashion” branding and into experiential marketing with new haute cuisine initiatives a subculture of hometown “festival fashion” celebrations is taking hold in many places providing opportunities for retailers to showcase specialty lines and draw customers to the store with new experiences and promotions.