H&M had a major hit with its Coachella collaboration last year and so the fashion retail giant is teaming up with the king of festivals again this year for a collaboration that takes in clothes, accessories and a social media blitz.
Its co-branded Coachella collection launches next month in US stores (March 24, with a sneak peek on March 23) under the hashtag #HMLovesCoachella.
As last year, H&M will have a pop-up shop on-site in the H&M tent where festival-goers can buy the collection, take a break from the heat, “and enjoy an interactive social experience,” we’re told. Although Coachella is sold out, for H&M’s social media followers, the retailer will be giving away festival passes and camping passes to the festival throughout March on its social media platforms.
And social media is key even for those not planning to go anywhere near a festival this year. The Coachella link is being heavily pushed in the digital locations H&M knows its youthful customer base will visit as festival-type looks become as much of a general summer option as a festival one. That means a big push on Facebook, on Twitter and Snapchat via @HMUSA, and on Instagram via @HM.
So what does the collection actually contain? For girls, it’s about 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 are key. For the boys, there are printed T-shirts and mismatched shirts, bermudas, and denim shorts.
It looks like the offer is wider and deeper than the 2015 collection with H&M designer Ross Lydon saying: ”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.”
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