H&M X Coachella again, plans even bigger style and social media blitz

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H&M had a major hit with its Coachella collaboration in 2015, 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 across its social channels.

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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, 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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This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday