#BLOGCHELLA - Introducing .fashion’s Newest Website, Blogchella.fashion at Coachella

SANTA MONICA, California, April 9, 2015 /PRNewswire/ --

Minds + Machines (LSE: MMX) and Stylesmith have paired up to bring you Blogchella.fashion, the first .fashion web address. Blogchella.fashion is dedicated to the fashion portion of the famed US music and arts festival, Coachella, centered around one hashtag, #Blogchella. The Blogchella initiative coincides with the launch of the new .fashion top-level domain which will debut to the public on April 15th.

Every year fashion and lifestyle bloggers head to the desert to cover the festival fashion that is presented at Coachella. This year will be no exception. One of the most popular music festivals in the country, Coachella brings a variety of artists to Indio, California for two weekends of music, drinks, and this year, #Blogchella.

Kelsi Smith, founder of Stylesmith, stated, "Since Coachella's inception in 1999, style has almost become as synonymous to the festival as the music. Much of this is directly related to the fashion blogger and the way in which the Internet has changed the way we access fashion and how it is covered. This year we are excited to play a part in making it even easier for fashion fans across the world to access the style straight from the festival with one centralized location and the hashtag, #Blogchella. I am excited to see it come to life with the help of Minds + Machines' .fashion domain, with Blogchella.fashion, as well as the contribution of our wonderful sponsors and participating bloggers."

Antony Van Couvering, CEO of Minds + Machines stated, "The popularity of Coachella has expanded tremendously and intertwining the fashion world with the excitement of the music festival is one of the best ways to showcase the official launch of .fashion. We are thrilled to work with Stylesmith to make their vision of #Blogchella become a reality with Blogchella.fashion."

Dedicated fashion bloggers such as Marta Pozzan from It's Super Fashion, Michelle from Take Aim, Linh from Linh Winn, and many more highly-noted fashion bloggers will be taking their expertise along with their #Blogchella Survival Kit provided by a number of sponsors to the Coachella Music Festival. All of the #Blogchella content will be aggregated in one large social media hub so that anyone can easily follow along with the bloggers' adventure or even see their own post debuted on the site with the live feed of #Blogchella on Instagram.

What's in the #Blogchella Survival Kit? A number of sponsors such as Neutrogena, Levis, Urban Decay, Smashbox, and UNIQLO have donated an array of their must-have #Blogchella goodies that are essential for completing any Coachella festival fashion outfit.

The excitement of Blogchella.fashion leads up to the launch of the new .fashion top-level domain to the public on April 15th. To register your own .fashion domain, visit http://www.mindsandmachines.com/fashion or contact any leading domain name registrar.

For further information

Tina Lord - Minds + Machines
+1-424-299-2079
[email protected]

SOURCE Minds + Machines