The Weeknd Took Over Alexander Wang's Instagram for Coachella

Coachella is taking place this weekend (no pun intended), and on top of the spectacular performances and wild festivities, there’s some pretty creative initiatives happening on social media. New York fashion label Alexander Wang recruited Toronto crooner The Weeknd for an Instagram account takeover from April 10-12. Abel has been posting a behind the scenes look at the festival for Wang’s followers, including cameos from Phantogram, Travi$ Scott, himself, and more. View a few select posts below and the whole set thus far here.