Australia's Splendour in the Grass, a festival of music, ideas, denim cut-offs and the odd flower crown, will take over Byron Bay, the spiritual home of hipsters and green juice, this weekend.
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Since its inception in 2001, the three-day event has grown in popularity and is now compared to Coachella in the United States and, this weekend at least, a less muddy version of the UK's Glastonbury.
The coastal oasis in northern NSW, the home of Chris Hemsworth, will play host to thousands of Millennials and music lovers who began descending on Splendour on Friday to find spirituality, take selfies and sing along to tunes they usually enjoy listening to on triple j.
This year's line-up features international superstars The xx, Queens of the Stone Age and Taylor Swift's best mates, Haim.
As well as the music, marketing is another big drawcard for the sell-out festival.
Some of the biggest brands mark Splendour – considered Australia's No. 1 music festival – down as the most important date on their PR calendars.
Australian fashion label Nana Judy will host the most anticipated event of the weekend with an invite-only soiree at a lake-side property owned by singer Angus Stone.
After staging similar private parties at Coachella in Palm Springs for the past four years, founder Glenn Coleman said Splendour is the only major event the label participates in Down Under.
"Fashion shows aren't in line with our brand," Coleman said of his collections, which are stocked in department stores like Bloomingdales and Urban Outfitters. "We want to give our guests priceless experiences, stuff they can capture and remember.
"At Coachella this year Rihanna rocked up then Kylie Jenner rolled in with her entourage of like 15, plus security. Over there it's on a much bigger scale but at Splendour the whole town gets behind it."
Union star Quade Cooper and model Jason Dundas are expected to attend the party that will boast double-storey bars with free flowing beer, cider and champagne.
British cosmetics giant Rimmel plans to take advantage of the captive audience – that will include more than 30,000 campers – and is preparing to top the 2000 makeovers it performed and double the 15,000 make-up samples it circulated at the festival last year.
The make-up line, which has been represented by supermodel Kate Moss, will host a giant teepee for guests to recharge their phones while having their nails painted.
"We want to add value to their weekend. We also have our Recharge Crew, hitting the camp grounds offering everything you would want if you're camping," Rimmel London Group brand manager Erin James said of promo staff who will be dishing out free make-up products, deodorant, antiseptic wipes and mints.
