Coachella is fast becoming a fashion festival as much as it is about
celebrating music. Swedish retail H&M has signed up for a second partnership with the
California-based festival, after claiming its collaboration in 2015 was a
huge hit with consumers.
Its new and wider co-branded Coachella collection launches in US stores on
March 24, (with a sneak peek on March 23 under the hashtag
#HMLovesCoachella).
H&M said girls can expect folksy blouses, beaded and fringed tops, all-over
print jumpsuits, denim cut-offs, and accessory essentials including floppy
hats, sunglasses, and flat boots. Hemlines are short and embellishments
provide a “crafty tingle”, no less. For boys, it’s all about printed
T-shirts and mismatched shirts, Bermudas, and denim shorts.
H&M designer Ross Lydon said: “Last year, H&M was the first brand to team
up with Coachella to develop a clothing collection. The success was so
rapid and so widespread, we decided to partner again to create an even
richer offering this season.”
H&M will again have a pop-up shop on-site where festival-goers can buy the
collection “and enjoy an interactive social experience,” the retailer said.
Although Coachella is sold out, social media followers will see H&M giving
away festival and camping passes throughout March. So expect a big social
media push on Facebook, Twitter and Snapchat via @HMUSA, and on Instagram
via @HM.
The Coachella Valley Music and Arts Festival is an annual music and arts
festival held at the Empire Polo Club in Indio, California, in the Colorado
Desert. The event features many genres of music, including rock, indie, hip
hop, and electronic dance music, as well as art installations and
sculptures. Many fashion brands host parties and special events as part of
the wider festival.
Image:H&M Coachella