March 24, 2016
We’re not condoning anything, just, we can’t help the reference when H&M’s campaign images come in looking this on point, specifically hazy days in the desert and a full kaleidoscope of colours, which begs the following two questions: how on earth did they shoot at a place with bright purple vegetation, and where exactly can we get those crochet dresses and tops? Both are easy to answer — the first, Photoshop magic of course, and the second, down at H&M stores from 31 March.
If you need more motivation, know that this campaign also stars Hailey Baldwin, American celebrity and model and it-girl, who just got signed on to IMG Models. Not that we need any convincing to be swayed by this stylish 19-year-old’s fashion choices. Here, she teams up with H&M, who has in turn teamed up with Coachella Valley Music and Arts Festival, to front #HMLovesCoachella looks that hit the spot with their street-savvy, easy playfulness. This is the second year that the two brands have collaborated so exclusively as well.
It’s a collection that’s all for mixing, not matching, which calls for plenty of print-on-print and personal style. A lot of what you’d expect, but cooler. Of course, there are folksy blouses, beaded and fringed tops, floppy hats and denim shorts, but look closer and the prints, while in the same colour family, are not hundred percent matchy. This means that each piece can be paired with any other, while you can still look put-together at the end — as put-together as frolicking in the desert sounds.
Crochet, stitching details, and bright prints give the clothes and accessories some texture, so your outfit looks way more interesting too. Most of us may not be able to make the trip to one of the biggest indie music festivals out there, but we’ll definitely seize the opportunity to look like we did.
#HMLovesCoachella collection, available 31 March at all H&M stores. hm.com/sg