Coachella may be a music festival, but it’s also a 3-day-runway for the internet’s latest trend cycles. Looking back on Coachella from even just a few years ago, the aesthetics and eras being referenced are staggeringly different. As Kendell Jenner, a true Coachella veteran, put in a 2022 Vogue video reflecting on her Coachella look: “It was the vibe at the time.” The irony of the situation is that while the look is very reminiscent of 2016 style – a flowy, crochet dress, chunky silver necklaces, strappy sandals, and space buns – it would be entirely on-trend today.

A vision in hand-sewn sequins and beads, bold prints, and unmistakable motifs—Mirchi by Kim is the vibrant, unapologetically fun brand redefining spicy-chic. Founded by 25-year-old model Kimaya Singh, the label draws deeply from her personal story and the cultural fusion of India and New York. The brand officially launched on August 15th, 2024—India’s Independence Day—with a mission that’s as meaningful as it is stylish. ‘Mirchi’ means ‘chili pepper’ in Hindi—hot, bold, and flavorful—which makes it only fitting that a chili pepper serves as both the brand’s logo and recurring motif.