If you've ever attended Coachella — or have shopped for clothing in the weeks that lead up to it — you'll know that the Indio, California-based music festival has managed to create an entirely new fashion season focused on its attendees, slotted between resort and spring.
These bohemian "festival season" wares are highly popular among retailers like Forever 21, Free People and H&M, with the latter having a strong presence on site at Coachella annually as a sponsor, both on the polo fields where the concert happens and at the desert estates where the pool and after parties go down. (In fact, the secret "H&M Loves Music" bash to announce its designer collaboration with Alexander Wang took place at the festival, with a performance by Major Lazer.)
Now, the Swedish retailer is taking its love affair with the festival one step further by partnering with Coachella on a branded line of clothing and accessories that will arrive in U.S. stores and online on March 19. According to a release from H&M, the collection will include pieces for both men and women, and will range in price from $4.95 to $49.95. As you might have guessed, the American festival aesthetic inspired the line, so expect to see lots of lace, fringe, crop tops and rompers for the ladies, with graphic tees and shorts for the guys.
If you were lucky enough to grab a ticket to the festival before both April weekends sold out in a record-breaking 40 minutes, H&M will host its first pop-up shop on the grounds at Coachella were customers can purchase the collection and take part in a number of interactive experiences. If you didn't score a ticket, H&M still has your back: The retailer is giving away all-expense-paid trips to the festival throughout the month of March in stores and over social media. Hey, if you're not able to make it out to the desert this year, at the very least you'll be able to dress the part.