H&M goes omnichannel with Coachella collection

Just in time for Coachella, H&M is teaming up once again with the world-famous California festival by creating a co-branded coed collection.

TheH&M Loves Coachellacollection will launch in the U.S. in stores on March 24 with a sneak peek online on March 23. The Coachella festival is held yearly in Southern California in April.

"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 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. For boys, it is all about printed T-shirts and mismatched shirts, bermudas, and denim shorts.

For the second year, H&M will have a pop-up shop on-site in the H&M tent at Coachella where festival goers can buy the exclusive collection, take a break from the heat, and enjoy an interactive social experience. Although the festival is sold out, as a special perk to H&M’s social media followers, H&M will be giving away festival passes and camping passes to the festival throughout the month of March on social media platforms.