February 16, 2017
The 2017 H&M Loves Coachella campaign will star the pop/rock band The Atomics, which consists of model Lucky Blue Smith and his sisters Pyper America, Starlie and Daisy Clementine. To celebrate the launch of the collection, The Atomics will also be performing live from the H&M Store in New York City’s Times Square on March 16, 2017. In a promotional video for H&M Loves Coachella, the Atomics perform a cover version of the Grass Roots’ “Live for Today.”
According to a press release from H&M, the collection is about capturing that festival spirit whether you’re lucky enough to be in the Californian desert, or sharing the Coachella feeling around the world. H&M Loves Coachella will be available in the U.S. beginning March 23 and globally from March 30in select H&M stores, as well as online.
Key pieces in this year’s collection include the sheer black lace spaghetti-strap dress, worn with a faux suede studded choker and pink heart sunglasses. There is also the floral-embroidered denim jacket, which can be paired with a metallic bodysuit made from recycled polyester. For men, there are tie-dye T-shirts with matching tie-dye drawstring shorts.
The annual Coachella Music and Arts Festival, the world’s largest-grossing music festival, takes place at the Empire Polo Club in Indio, California. This year’s Coachella wil take place April 14 to April 16, 2017 and April 21 to April 23, 2017.
H&M is having a sweepstakes in which people who unwanted clothing in any condition, from any brand to any H&M location for H&M’s garment recycling program and receive 15 percent off their entire purchase and the chance to win two three-day passes to Coachella.