Hey, dudes! Wanna wear the hip looks you’ve seen worn at the Coachella Valley Music and Arts Festival, taking place in Indio, California?
You don’t have to wait until the festival -- featuring every music genre from rock, indie, hip hop and electronica -- is over next weekend. Heck, you don't even have to go to a store. Details has already posted a shoppable gallery of menswear from Coachella's first weekend on the magazine's website.
It went up Sunday night and editors are adding new photos each day that were taken at the fest or one of the dozens of Coachella parties and off-site happenings. The second weekend will also be posted this Sunday.
How do they do it? Technology from a company called Kaleidoscope analyzes the images, breaks them down by garment (sunglasses, top, watch, pants, shoes) and suggests where you can find the item (or a lookalike) from Details' retail partners such as Nordstrom, Neiman Marcus and Saks. You can test drive a demo version of Kaleidoscope's mobile app, currently only for Android devices, on its website. Sorry, iPhone freaks.
We checked out the gallery and as far as we can tell the guys featured aren't musicians or celebrities, such as Elijah Wood, seen here wearing Lacoste at the Lacoste LIVE event where he was spinning records. Rather, the Details models appear to be real dudes who don't mind smiling for photographers.
"We are piloting this at Coachella," said Details editor-in-chief, Dan Peres, in the mag's announcement for the new shopping service. "But we hope to scale the model to be used in in many different ways.” Peres also says that the technology fits the magazine's "socially savvy and hyper-engaged" audience.
Kaleidoscope's tech-savvy Coachella photos, and the retail partners providing in-stock goods, could actually cause fashions worn on the first weekend to be purchased by festivalgoers for the last weekend of the event.
So change your hipper-than-thou clothes: if you’ve sparked a trend the first weekend, every guy could be dressing like you on the second weekend. That would be either totally awesome or embarrassing.
So far there's no word on this technology being implemented for women but it's certainly a no-brainer. We could totally see this working for 2013 awards season.
Imagine seeing a gown worn on the Golden Globes or Oscar red carpet that you want and being able to find and buy it (or one just like it) by the time the show's over.
How cool would that be?