Last 15th of April one of the most famous music manifestation in the USA took place in the South of California, the Coachella Valley Music and Arts Festival 2016. Two consecutive weekends were devoted not only to music but also to fashion and the celebrities who took part and attracted the interest of media.
The Coachella, in fact, has been representing for years a celebrity showcase where the priority is to be ‘cool’ and find one’s name on the main fashion websites and magazines. The secret is to adopt a look halfway between the hippie and the indie on the background of a series of clichés represented by garlands, denim shorts and floral laces. For this reason the Festival is also an unmissable occasion for famous brands that want to be noted and take advantage of the advertising offered by events and stands organized during the Coachella.
Among others, the new H&M collection for Spring has again retraced the stereotypes of Coachella, as showed by its name Loves Coachella. The brand has been sponsoring the American music Festival for seven years. The innovative clothing ideas related to the Summer season can be found in the new H&M catalogue, whose advertising video (at the end of the article) focuses on some young people driving through the desert of California, the images of whom are overlapped to those of other young all over the world.
H&M was not the only brand to participate in the Coachella Valley Music and Arts Festival 2016 with an official collection. The American brand Free People, renowned for its bohemian style clothes, has also taken part and proposed several looks among which we can remember a shirt in memory of David Bowie, one of the most important names in the history of rock music, who died some months ago. In general, many brands proposed clothing items with prints representing watermelon, the gluttonous symbol of Coachella, often replaced by pineapple.