H&M Loves Coachella Debut Features The Atomics

The new H&M Loves Coachella line debuts in the United States on 23 March, before going global online and at select stores a week later.

H&M is launching its latest Coachella collection with a push starring musicians, Lucky Blue Smith, Starlie and Daisy Clementine as well as Pyper America, who altogether make up The Atomics. For the premiere, the band will perform live at the brand’s Times Square store on 16 March.

Dubbed H&M Loves Coachella, the new product line debuts in the United States on 23 March, before going global both online and at select stores a week later. The campaign features a music video, in which the pop group covers Let’s Live for Today by The Grass Roots to showcase the range.

A key piece includes a sheer black lace spaghetti-strap dress, worn with a faux suede studded choker and pink heart sunglasses. Another is a floral-embroidered denim jacket over a metallic bodysuit made from recycled polyester, alongside a tie-dye t-shirt and matching drawstring shorts for men.

In its ninth year as a Coachella Valley Music and Arts Festival sponsor, the brand continues to merge fashion and music. “We loved working with the Coachella team for the collection. They gave us such great feedback on our designs,” said Pernilla Wohlfahrt, Head of Design and CD at H&M.