Inevitably it’s about fashion

Glastonbury has always been about music, but since its 210,000 attendees don’t roam around naked (much as some of them would like to), it’s inevitably about fashion, too.

Even though the festival doesn’t court or work with any brands bar Oxfam, the fashion industry – PRs, journos, designers, forecasters and retailers alike –  still scours Worthy Farm for trends. That these are organic make them all the more valuable. This year’s long shorts + pulled-up ankle socks + sneakers is the funniest, ugliest, maddest trend I’ve seen in ages, as worn by all the best people (for a masterclass, look at what Cat Burns wore).   

This is what fashion should look like. It should not look like it has been placed on famous faces for a fee. The problem with doing this in 2023 is that people are wise to it –  especially Gen Z, the demographic brands are so keen to court. “Wearing that in 29 degree heat? Hope the ££ was worth it,” someone posted on Instagram, under a photo of an influencer in a heavy outdoor jacket. Some celebrities will always take the money to wear certain labels. But the savviest brands know better than to force a relationship that won’t look natural. There are better ways to get press. The real fashion winners of Glastonbury were the labels worn on stage, from Cate Blanchett’s Stella McCartney suit (extra points for it being a re-wear) to The Lathums’ Alex Moore in a shirt by SS Daley. Or Laura Whitmore, who posted outfit credits (mainly from small businesses or vintage stores) with the clarification “these aren’t ads, just brands I like and want to support”.