WHAT YOU’LL WEAR AT COACHELLA
Festival season is upon us! And once again, H&M teams up with the Coachella festival to make sure our need for cut-off denims, fringed tops and folksy blouses is covered.
As you know by now, #HMLovesCoachella. This year’s collection catches the ‘on-the-road-vibe’ with cut-off denims, psychedelic prints, flat boots and jumpsuits. The campaign was shot in the Californian desert, and features a très cool squad – model du jour Hailey Baldwin, model and @gurlstalk founder Adwoa Aboah (the very source of our freckle envy), multi-talent Luka Sabbat (also known as “Internet’s Coolest Teenager”) model/rock vocalist Julia Cumming (Vogue dubbed her “fashion’s coolest face”, so there’s that) and model/actor Ash Stymest – a.k.a. the gang we hang out with in our Coachella dreams.
The sun-drenched campaign builds on the bonding spirit and liberating energy of being yourself amongst friends, and a sense of belonging. Yes, it’s all about the stuff that makes great festivals so magical.
"Coachella is not only a fantastic music festival, but a state of mind. It is about bonding with your peers, take off the road and enjoy life. I am very happy to be the face of this campaign: H&M truly loves Coachella and did a wonderful job in catching the neo-hippie spirit and the bohemian energy which is intrinsic to the happening. We shot the images in the desert, under the glaring sun, being just ourselves while being one with nature. It was incredible", says Hailey Baldwin.
We love Coachella because we enjoy its democratic spirit and the bonding experience it creates.
ROSS LYDON, DESIGNER AT H&M
So exactly what will we wear this festival season? For girls, the collection also includes folksy blouses, beaded and fringed tops, all-over printed jumpsuits and must-have accessories like sunglasses and floppy hats (because Coachella is SUNNY, guys). For boys, it is all about printed T-shirts and mismatched shirts, Bermudas and denim shorts.
The collection launches in the US on March 24 and globally on March 31.
”H&M has been the first brand to team up with the Coachella festival in order to develop a clothing collection. Success was so rapid and so widespread, we decided to create an even richer offer this season. We love Coachella because we enjoy its democratic spirit and the bonding experience it creates. Coachella is about using fashion to express energy and that's what we want too”, says Ross Lydon, designer at H&M.
The #HMLovesCoachella collection launches on March 24 in the US, and globally on March 31. This year’s Coachella Valley Music and Arts Festival takes place 15-17 April (Weekend 1) and 22-25 April (Weekend 2).