by Brian Lipton

HMCOACHELLA2Swedish retailer H&M is teaming up once again with the Coachella Valley Music and Arts Festival to create a co-branded collection for men and women under the claim #HMLovesCoachella.

The collection will launch in the U.S. in-stores on March 24 with a sneak peek online on March 23. In addition, for the second year in a row, H&M will have a pop-up shop on-site where festival goers can buy the exclusive collection, take a break from the heat, and enjoy an interactive social experience. The men’s collection will focus on printed T-shirts and mismatched shirts, bermuda shorts and denim shorts.

“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,” says Ross Lydon, designer at H&M. “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,”

The Coachella Festival takes place April 15-24 in Indio, California. Performers will include Courtney Barnett, Guns & Roses, Chris Stapleton, and Calvin Harris. The festival is sold out; however, as a special perk to H&M’s social media followers, the retailer will be giving away festival passes and camping passes to the festival throughout the month of March on its social media platforms.