3, 2, 1… ready for festival! (H&M loves Coachella editorial)

Posted on April 10, 2017

Some cool graphic prints are at the heart of H&M Loves Coachella, the exclusive collection in collaboration with one of the world’s greatest festivals. It’s time to get ready for the festival style and get your outfits ready!

With only a few days left before the first major festival – and the one that started this trend that we keep enjoying in the last few years – Coachella is about to begin. And H&M is celebrating with another special collection for both girls and guys. It doesn’t really matter if you’re going to California, to Glastonbury or just enjoying some time out in the sun, the festival mood brings summer, sunshine and good vibes to our closets.

Regarding the new H&M loves Coachella collection, it’s already available in the stores that carry the Divided collection and online for everyone to enjoy. The stars chosen to represent the mood for this year’s campaign are The Atomics – that is Lucky Blue and his sisters, Pyper America, Starlie and Daisy Clementine – don’t they just have the most beautiful names ever?

The women are lucky enough to get faux suede chokers, pink heart sunglasses and a lot of 70’s boho vibes wth floral denim jackets, mesh skirts and gold star earrings. And the best part is the metallic hoodie – which I hope I’ll find in a good size enough to be able to wear it for guys as well because it looks too good, it has a moon vibe to do it that feels so beautiful right now.

For dudes, the H&M loves Coachella collection brings some tie-dye tshirts and shorts, denim shorts and an ikat printed short sleeve shirt that looks great with some faded festival jeans. The best part is the pink Coachella graphic logo that looks like a human cactus.

So I did this shoot with some of the key items from the Coachella collection that I got from the H&M Showroom in Bucharest. But I’ve had some great experiences with music festivals last year so what I learned from that is that there’s two things you need to keep in mind when it comes to festivals:

– very comfortable pieces – because you will be there for more than 6-7 hours and you will dance, sweat, sit on the ground and probably do a lot of wild things
– ready for rain attire – my favorite thing that H&M created for 2017 is their transparent jacket from the Studio SS17 collection. It has stitched seams, a double hood and concealed zip at the top. Long sleeves with an elastic drawstring at the cuffs, a zip at the sides and a large front pocket. And it’s the perfect piece for festival, in my opinion, as it is water resistant

H&M Loves Coachella – Campaign music video featuring The Atomics

So my shoot includes the key items from the Coachella campaign but also the transparent jacket paired with a black and white vest from Luis Drajan’s masters collection from Gala UAD 2016.

I also used some old H&M boots that I had in my closet. And some new H&M black sandals. The gray hat is something that I got in H&M Berlin during sales in February. And the accesories are some vintage pieces that I had at home. And also a rose quartz crystal that I received a few days before the shoot.

Photo, concept, styling: Edi Enache, The Fashion Jumper

Photo assistant: Anama Popescu

Location: Comana Natural Park, near Giurgiu, 35 km near Bucharest

May you have a beautiful wonderful summer and don’t forget to not take yourself too seriously!

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