Calvin Klein Is Kicking Off Coachella With Alesso, Virgil Abloh

Calvin Klein plans to woo Coachella attendees with a party and a series of brand-hosted events in nearby Palm Springs during the first weekend of this month’s festival. Kicking off with a warehouse music event on April 15, the weekend will feature sets by DJ and producer Alesso, creative director of fashion label Off-White/DJ Virgil Abloh and other yet-to-be-announced performers.

For the rest of the weekend, Calvin Klein will use a converted desert property near the festival to create an “immersive lifestyle experience,” according to a press statement released Wednesday by the brand. Aiming to bring together music, fashion, fitness, food and art, the label hopes to appeal to a diverse audience and create an environment that will encourage attendees to post about their experience on social media.

Using A-list musicians to help engage their consumers is nothing new for Calvin Klein. At SxSW, the label leveraged DJ Khaled’s massive Snapchat following to generate buzz at a brand-sponsored showcase that also featured artists like Young Thug, AlunaGeorge and Twin Shadow. And with Justin Bieber, Kendrick Lamar and FKA Twigs among the artists currently starring in Calvin Klein’s #mycalvins campaign, Coachella’s first weekend will prove itself a continuation of the label’s initiative to align itself with the hottest musical talent.

Stay tuned for more information in the coming weeks as additional performers are announced.

This story first appeared on Billboard.com.

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