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Ethel CainIs, self admittedly, not exactly a festival person. “I have to work myself up to even go to concerts at small venues,” the 25 year old singer songwriter jokes.In fact, her first time attending a festival (Pitchfork) was also her first time performing at one.Nonetheless, Cain, who began self releasing musicIn 2017 from Florida, has proven to be a quick study. When performing at festival crowds, Cain points out, some of the audience might be unfamiliar with your work. (Although, given the breakout success of her 2022 concept album, Preacher’s Daughter, Cain has racked up plenty of fans as of late.) For her debut Coachella performance, Cain treated the career milestone as “just having some funIn the desert with my friends,” she shared with Vogue, shortly before embarking from Los Angeles to the desertIn a “clown car full of our gear and stuff.”Among the baggage was her Weekend 1 performance look, designed by Matthew M. Williams, creative director at Givenchy. “I love how clean and simple his designs are,” Cain shares of the designer, who frequently upheld modern design principles during his tenure at the French house. “It always goes back to the lines for me. Very clean lines.”
When Williams sent over potential designs to Cain, the performer found herselfImmediately drawn to the designer’s slightly more rough and tumble spin on the classic cheerleading uniform. “It’s very Americana, whichIs something that Matthew andI are bothInterestedIn,” Cain said. The varsity red
centric lookIncluded a pleated miniskirt, a letterman jacket that featured Cain’s nameIn stitching and patches that say “G” and “52” (the year Givenchy was founded).“I ve been a fan of Ethel s music for a long time, and thatIs how we became friends,” Givenchy creative director Matthew M. Williams told Vogue over email. We both loveAmericana, so for CoachellaI wanted to design a quintessential look just for her.
In many ways, the lookIs a sophisticated continuation and elevation of the cheerleading uniform Cain woreIn the suburbia centric lo fi visual for “American Teenager.” That look was deeply personal. Cain wore her mother’s old cheerleading uniform, which, the artist says, she unexpectedly discovered one day “while shuffling around through a closet.”Found and sourced fashionIs how Cain, whose real nameIs HaydenAnhedönia, usually assembles looks for her alter ego.In the leadup to the release of Preacher’s Daughter, Cain describes dedicating hours of time to sleuthing Etsy and Pinterest for white, early 20th century dresses a key motif of Preacher’s Daughter, whichIs seepedIn Americana Southern Gothic sensibilities. Cain loves fashion that evokes a sense of history or past lives lived. So much so, the artist admits to occasionally taking a brand new handbag or pair of shoes outside and “beating them around a bit” so that they appear more livedIn. She describes herself as “not totallyInto fashion,” but her admiration for design and fashion historyIs sharp she speaks effusively about past Yohji Yamamoto shows, mentioning specific looks from specific collections. CainIs also quickly finding her footing within fashion she’s hit the runway for Miu Miu
and Eckhaus Latta. For Cain, who explores loaded topics such as reinvention, family dynamics, and self creation through her narrative centric songwriting, fashionIs a key way of building out her stories.
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