LUX Loves: H&M takes festival fashion to new level
Ever since Coachella’s inception, whether they were movie stars or normal folk, people started trends with their boho casual fashions. Taking into account heat, exercise, and day/night versatility, dressing for a concert isn’t always easy… especially when you’re packing for 3 days. Now outdoor concerts are a part of our culture, from Outside Lands to Sasquatch, concert chic is getting even more diverse.
The Swedish retailer, H&M, has decided to solve concert-goer woes and will reveal their first line for festival lovers. Benefitting their cause, Fashion Against Aids, approximately 25 percent of the profits will go to HIV/AIDS youth efforts.
Ann-Sofie Johansson, H&M’s head of design, told Women’s Wear Daily, “For me, festivals are unique and inspirational places as they join both music and fashion.”
From tribal designs, dangling fringe and leopard prints, H&M has all the bases covered. They even have animal printed tents! Although the line will be predominantly feminine, they will also feature a small men’s collection of 12 pieces that will include blazers, biker jackets, and lots of leather.
The ad campaign totally puts mag readers in the mood for the new collection, featuring Lizzie Jagger and Lou Doillon in floral prints and muted makeup. The kids of famed 60s icons, the yellow saturated prints put the cool Woodstock-inspired fashions into perspective.
Tagged in: coachella, festival, sweden, women's wear daily, h&m,
Women's Wear Daily
