March 9th, 2015 marked the first weekend of leading music concert Coachella. We say leading as it really sets the standards of festival wardrobe attire for the remainder of the music season.
This event really encourages influencers and early adopters to appreciate fashion and music combined. We have noticed a shift in ticket profit strategy with the opportunity to charge brands a fee to host their own pool parties in private villas on site – proving to be the cash cow of the desert rave.
The Californian sunshine and desert backdrop really plays host to social media hashtags allowing brands to create hype around the house they entertain in. One exclusive pool party and house can expect to gain up to 10 million interactions online due to the profiles of the guest list. More bloggers are being invited to experience Coachella, which enable brands to maximise reach and tap into the lifestyles of their following. If you think about it, sponsors and fashion brands are effectively inviting millions of people to a party but only paying for 100 attendees.
H&M went one-step further and collaborated with the Coachella team. This year they have designed an official co-branded collection to inspire and excite in preparation for festival season. This collection merges the freedom and energy of festival fashion for both men and women – choose between bold prints, bright colours, fringe details and denim, or go romantic and pack a bag with the summer’s best bohemian accessories, perfect for a weekend of music, fashion and friendship.
Check out the campaign – can we expect a H&M festival tent next year?
