Coachella is more than a music festival: in many ways it's the West Coast's best answer to New York Fashion Week.
Festival wear is a huge aspect of the event, and top brands and retailers are doubling down on their commitment to the desert fest.
Michelle Dalton Tyree from Fashion Trends Daily has picked out the top things to watch for.
What's shining in the desert sun?
Flower crowns and fringe are being left in the dust in favor of braids, big platform sneaks and fanny packs.
So the 90s are definitely back. (Sorry!)
"Also, we'll see lots of denim in the form of short shorts, 70’s-style A-line skrts with buttons down the front and overalls are big, too," says Tyree.
Which retailers have their eye on festival fashion?
Retailers hit their selling peak with festival wear in April, and H&M is leading the way with a partnership with Coachella.
This is the second year in which the company will present its collection H&M Loves Coachella
H&M will also have a pop-up shop on site as well an installation for "festival squads" – that's a group of friends.
Squads can enter a room with interactive lighting and environmental elements to take a video primed for posting on social media.
Festival parties are growing in size...and exclusivity
For second year in a row, the Council of Fashion Designers of America is putting big muscle behind a luncheon in collaboration with PopSugar.
"Scoring an invite-only ticket is as big a deal – if not more – as getting a ticket to the sold-out festival,"says Tyree.
The Zoe Report hosts a festival retreat, too, with a DIY denim bar by GUESS, a braid bar, D.J. and more.
Meanwhile super hot L.A. designer Jeremy Scott helms an exclusive, celeb-packed soiree, too.