When you picture “festival fashion” you probably imagine tons of fringe, denim short-shorts, and an overall boho vibe, right? Well, H&M’s new Coachella collection is taking things in a different direction — but we’re not at all surprised.
Featuring an array of ultra-’90s styles, including raw-edged denim, slip dresses, embroidered jackets and skirts, windbreakers, and spaghetti straps galore, the “H&M Loves Coachella” collection is still super on-trend, it’s just not what we would have predicted.
The collection’s ad campaign features indie-pop band The Atomics singing a cover of The Grass Roots’ “Let’s Live For Today” in a sun-drenched California dreamy music video, and modeling the line in still photos. The band of siblings, who have worked with H&M in the past, are performing at Coachella in April for the first time, too.
It may feel a little early to start thinking about carefree summer fashion, but don’t sweat it. H&M’s Coachella collection won’t be available until March 23rd — plenty of time for this ice-cold weather to warm up.
The band is also playing a warmup show at the H&M store in Times Square on March 16th, so you can really get into the summer festival spirit. And while you’re at it, donate your unwanted clothing from any brand to H&M’s recycling program (available at every store location) to get 15% off your purchase and a chance to win three-day passes to Coachella. A win for the environment, and a win for you.
Check out a few pieces from the Coachella collection below — everything ranges in price from $5.99 to $49.99 — and start dreaming of your summer wardrobe. Because really, is it ever too early?
We feel like children of the ’90s all over again!