Get into Coachella mood with The Atomics
Believe it or not – but festival season is fast approaching. H&M’s new campaign film will make you want to book a ticket!
Every April, all eyes turn toward the California desert and the annual Coachella Valley Music and Arts Festival. During two weekends, the open fields in the outskirts of Palm Springs are transformed into an oasis of music, fashion and celebrity-packed parties.
Aside from global superstars Beyoncé, Lorde, Kendrick Lamar, and Radiohead, up-and-coming artists and bands will be taking the coveted festival stages too. One of the most buzzed newcomers to this year’s festival are The Atomics, the alternative pop band of Lucky Blue Smith and his sisters Pyper America, Daisy Clementine and Starlie. The band fronts this year’s H&M Loves Coachella capsule collection.
“H&M Loves Coachella has all the pieces to get the festival spirit, wherever you are in the world,” says The Atomics.
Although the siblings are new to Coachella, they’re not new to teaming up with H&M. Last autumn, the siblings selected their favourite looks from Divided for an online style diary, and H&M Magazine followed them to their rural hometown in Utah, where they held some of their first shows at a small performing arts venue.
Coachella is still two months away – so in the meantime you can enjoy The Atomics cover of The Grass Roots classic hit song Let’s Live for Today, directed by renowned photographer Ryan McGinley.
The H&M Loves Coachella collection will be available in the USA on 23 March, and worldwide on 30 March.