In one of the brand's biggest marketing initiatives of the year

While Arcade Fire and Kings of Leon are jamming onstage, fashion and lifestyle companies will be vying for the attention of festival-goers offstage, with branded cooling tents, beach balls, Coachella "survival kits" at the Empire Polo Club grounds, plus pool parties with bottomless cocktails and their own live music at hotels and estates offsite.

Brands send clothes to celebrities ahead of time in hopes they will be photographed wearing them, distribute promotional items, and sponsor social events with the goal of generating traditional and social media coverage, and, eventually, sales. At the same time, design teams are there, studying the way festival-goers dress so they can turn ideas around and sell them next year.

All this has developed around a festival initially conceived as an alternative to corporatized live music experiences with high ticket prices. And it is the idea of that indie spirit that makes Coachella so attractive to fashion brands such as H&M, Lacoste, Levi's, Havaianas and Ray-Ban.

"Coachella is underground, not rebel, but less mainstream than a traditional concert format, " says Darin Skinner, Guess' senior vice president of stores, including G by Guess, the Guess brand's younger sibling. "That's how we see G by Guess. The front side of the herd, not the herd. "

In one of the brand's biggest marketing initiatives of the year, G by Guess will be sponsoring a party for 750 to 1, 000 guests at an 8 1/2-acre estate in Indio, which boasts its own private lake and an airport. Skinner has also hired a "delta force" of models to ride around the festival on G by Guess-branded bikes, distributing 5, 000 Coachella survival kit fanny packs.