It's the annual music festival just as famous for jaw-dropping fashion choices as the headlining artists performing on stage.
Music-lovers, scenesters and celebrities have started gathering in the Southern Californian desert for the first day of the Coachella Valley Music and Arts Festival.
Each year the festival serves plenty of iconic looks, from the ridiculous to the sublime, and this year appears to be no exception.
And while big-name artists like Ariana Grande, Childish Gambino, Janelle Monae, Billie Eilish and Aussie band Tame Impala will entertain the crowds of thousands, for us at home, it's all about those outfits.
Bec Judd arrived with her girlfriends, including fellow WAG Nadia Bartel and stylist Lana Wilkinson, wearing an eye-popping white number featuring a plunging neckline and barely-there skirt.
Here are some other sartorial choices lighting up Instagram on day one of Coachella.