H&M collaborates with music festival Coachella

H&M announced its collaborate with Coachella on Monday, March 23. As a sponsor of the event for H&M’s sixth year, the new project was made with the idealisms of Coachella in mind.

The collection offers various accessories, tops, and bottoms fitting with the bohemian festival look. H&M launched the Coachella collection earlier this month on March 19 at 350 stores in North America. On March 26, the collection went live available worldwide in stores and online.

This year at the Indio festival, H&M will open up its very first pop-up shop on festival grounds. The shop will offer select designs that are only available on-side at the event. With the pop-up shop, H&M plans to use cutting-edge technology to provide a new installation for festival attendees. The H&M “Transformation” tent will involve a Gold Tree Orchard shopping experience that will display retail merchandise and styling options. “We have engaged some of the best immersive technology talent in the world to help us enhance the unique experience that is Coachella,” said Marybeth Schmitt, head of communications of H&M in North America.

The pop-up shop and “Transformation” tent will be available for both weekends at Coachella. The experience is made to cater to the H&M customer and festival attendees as well as “[offer] our fans a new way to look at self-expression through art and fashion,” said Schmitt.