New collaboration for H & M and Coachella

It is now 8 years since the Swedish clothing brand sponsors the California Coachella Valley Music and Art Festival . For several years now, H & M has been creating trendy looks for the festival, but also for the bohemian and folk spirit of this world famous festival. The collection will be available in all H & M stores offering the DIVIDED concept as well as on the website as of March 30, 2017.

This year, H & M chose the pop-alternative group The Atomics, an American band made up of Lucky Blue Smith , an American model, a young actor and drummer of the band, known for her platinum blonde hair, and her sisters Pyper America, Starlie and Daisy Clementine. In the promotional video clip H & M loves Coachella, they perform "Let's Live For Today" by The Grass Roots.

H & M loves Coachella: a folk collection

The H & M loves Coachella collection is inspired by the trends of the Californian festival . Blouses of folk inspiration, top with fringes embroidered with pearls , printed combinations. This collaboration is very folkloric and bohemian , like the festival. The accessories are not forgotten: hats, sunglasses, boots flat , all the panoply of the festival was thought. The men are not to be outdone either because Bermuda shorts, denim shorts , printed t-shirts and shirts are on the program of this summer collection.

The Californian music festival is taking place this weekend, April 14-16 and April 21-23, 2017 in Indio, California. H & M loves Coachella pop-up store will be on site to allow festival-goers to buy the collection.

#HMlovesCoachella

From 30th March in all H & M stores offering the DIVIDED concept and on the e-shop .

Selection: Lily Sèbe