5066_PR_01_sRGB_300Fast fashion retailer H&M has once again partnered with the Coachella Valley Music and Arts Festival, creating a co- branded exclusive private brand collection for girls and guys under the claim #HMLovesCoachella. Catching the on- the-road vibe and aesthetic, H&M delivers a street-savvy collection infused with playfulness, ease, and a sense of belonging. The collection will launch in the U.S. in-stores on March 24th with a sneak peed online on March 23rd.

5066_SM_09The H&M Loves Coachella collection features a line-up of iconic pieces and freewheeling playfulness. The overall look is about personal style, mixing, not matching, and conveying a message of ease and freedom.

5066_PR_11_sRGB_300For 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. Hemlines are short and embellishments provide a crafty tingle. For boys, it is all about printed T-shirts and mismatched shirts, bermudas, and denim shorts.

5066_PR_02_sRGB_300“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.

5066_PR_12_sRGB_300For the second year, H&M will have a pop-up shop on-site in the H&M tent 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 our social media platforms.5066_PR_07_sRGB_300

 



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.