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H&M staged a 5,000-capacity festival in Downtown LA, just days before Coachella weekend one, to celebrate its Spring/Summer 2025 collection. The line-up featured Robyn, Doechii and Jamie XX, and all the dancers wore pieces from the edit. The audience was made up of well-known faces like Amelia Gray, Lisa Rinna, Dakota Fanning and Barbie Ferreira, plus international press (flown in for the occasion), alongside members of the public who’d signed up to an online ballot. These activations feel more aligned with a luxury brand event than a high street player, and perhaps are helping the retailer differentiate from members of the fast fashion cohort. The festival follows the blockbuster Charli XCX Brat concerts H&M staged in London and New York in late 2024, in the Copper Box Arena and Times Square, respectively, which garnered an “amazing” response on social media, according to H&M global creative director Jörgen Andersson.Love Minnesota Outline Shirt
“We decided we have a long history of working in the intersection of music and fashion, and today we know that intersection is more relevant than ever,” says Andersson. “I mean, music today is more fashion than fashion. We thought, what if we don’t just choose one big star like Charli, but we build our own line-up? We wanted to show our [range] with the curation. Music, like fashion, is not only about one genre, one style, it’s many styles, and it’s how you combine them and put them together.” The dancers across the festival were dressed in pieces from H&M’s SS25 offering, which was inspired by LA in the ’60s. “After the event, I saw a TikTok of a girl who said it took her a few seconds to realise what she was actually watching was a catwalk expressed through dance,” Andersson says. “I think that’s the subtleness that you also want to have, that that that you want to say, how can we portray our clothes, our brand in a very contemporary, unique way?”
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