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H&M Links With Coachella for Festival Fare

The Swedish retailer has teamed up with the Coachella Valley Music and Arts Festival in Indio, Calif., to produce its first cobranded collection.

H&M’S FESTIVAL FARE: H&M is rockin’ out. The Swedish retailer has teamed up with the Coachella Valley Music and Arts Festival in Indio, Calif., to produce its first cobranded collection, H&M Loves Coachella. H&M, now in its sixth year as a sponsor of Coachella, will sell the collection at 350 stores in North America beginning on March 19, and worldwide beginning on March 26, as well as online. In addition, a pop-up shop in the H&M tent on the festival grounds will feature exclusive merchandise. The music lineup at Coachella, which will take place during April 10 to 12, and 17 to 19, includes AC/DC, Alabama Shakes, Drake, Florence and the Machine, Nero, David Guetta, Kele and Lykke Li.

Over the years, the festival has become almost as famous for the array of fashion on display — worn by everyone from fans to members of young Hollywood — as the music. The H&M Loves Coachella collection features all the BoHo touch points: fringe, tunics and cutoffs. H&M’s in-house team designed for women lace tops, rompers, graphic tops, crop tops and wide-leg pants. For men there will be graphic T-shirts and shorts. Prices will range from $4.95 to $49.95. While tickets to the festival have been sold out for some time, H&M in March will give away several all-inclusive trips to Coachella. Customers in the U.S. who bring unwanted clothing to any H&M store to be recycled will receive a voucher for 20 percent off their entire purchase and be entered to win a Coachella weekend. “Coachella is one of the most anticipated music events in the country, and this collection gives fashion and music lovers the opportunity to be a part of it,” said an H&M spokeswoman.

This story first appeared in the January 12, 2015 issue of WWD.  Subscribe Today.

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