H&M has teamed up once again with the Coachella Valley Music and Arts Festival to create a co-branded collection for girls and guys under the claim #HMLovesCoachella. Catching the on- the-road vibe and aesthetic, H&M delivers a street-savvy collection infused with playfulness, ease and a sense of belonging. The collection will launch globally in-stores and online at hm.com on March 31st.
The H&M Loves Coachella collection features a line-up of iconic pieces and freewheeling playfulness. The overall look is about personal style, mixing, not matching, and conveying a message of ease and freedom.
For girls, the collection includes folksy blouses, beaded and fringed tops, allover print jumpsuits, denim cut-offs, and accessory essentials including floppy hats, sunglasses, and flat boots. Hemlines are short and embellishments provide a crafty tingle. For boys, it is all about printed T-shirts and mismatched shirts, bermudas, and denim shorts.
“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. We love Coachella because we enjoy its democratic spirit and the bonding experience it creates. To us, Coachella is about using fashion and music to express energy and that is what is reflected in this collection,” says Ross Lydon, designer at H&M.
For the second year, H&M will have a pop-up shop on-site in the H&M tent where festival goers can buy the exclusive collection, take a break from the heat, and enjoy an interactive social experience.