[ICYMI] This festival season, Swedish fashion house H&M teamed up with Coachella Music and Arts Festival to launch a collection geared specifically for the festival's reputation for inspiring unique fashion trends. This line consisted of designed outfits, articles of clothing, shoes, accessories and more, and exemplified today's most celebrated festival fashions in association with Coachella.
The Coachella catalog paid tribute to the creative relationship between music and fashion through festival culture. This collaboration served as a not-so-soft soft-launch and prelude to Summer Starts Now- a global campaign for H&M's new summer line. Thus, igniting an exciting new partnership that blends dance music and fashion specifically. The campaign continues today with AXWELL /\ Ingrosso as the official musical partners.
Axwell /\ Ingrosso, hot off standout headline performances at Coachella, where they closed out the iconic Outdoor Theater to one of the largest crowds both weekends, have lent their support to Summer Starts Now. Their summer anthem "Sun Is Shining"- released on April 30- is the feel good jam in H&M's Summer Starts Now! action packed commercial, which features supermodels Natasha Poly, Doutzen Kroes, Adriana Lima and Joan Smalls, whom all look exceptionally sexy as they rock high fashion ensembles throughout. The video is set to air on national television in 30 countries as well as globally on Youtube.
The fashion forward duo will continue to tour through the summer, making a highly anticipated return to London's Alexandra Place on June 6 and have also confirmed a stop in Ibiza at Ushuaia Beach Club July 1-August 26. With a host of festival performances from Outside Lands in San Francisco to Summerburst in Sweden, the summer has been officially declared!
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