As another April comes to a close, so does another two weeks of fun, music, and fashion at Coachella. Do you remember a time when Coachella wasn’t the music festival nearly everyone on the planet flocked to? Can you believe that ten years ago, people didn’t even care all that much?
It’s a difficult concept, seeing that Coachella now combines pretty much every band you’ve ever heard of and a few you’ve never heard of, with thousands of celebrities in attendance and every attendee fighting for the attention of the street style cameras. In fact, a musician even stumbled upon an outfit checklist.
Needless to say, fashion at Coachella is a definite highlight, so much so, that H&M released a Coachella inspired collection for the second year, filled with florals and embroidery and denim cut-offs.
But H&M didn’t stop there. This year for Coachella, they combined tech, fashion, and sustainability; pretty much everything we’re all about here at FASHIONOTES.
This year for Coachella, H&M set up an interactive installation tent that took festival goers on an interactive desert adventure. The activation, called Reborn, took guests through a 360-degree live video installation of immersive video sets that created dream like, magical content to share on social.
The tent was filled with desert imagery videos, incorporating lighting, live processing, and wind movement to create a truly interactive experience. Those who decided to create their own journey filmed three five-second videos in separate locations throughout the tent, and then combined them to create one totally rad fifteen-second video of the whole adventure.
H&M is a longtime advocate of fashion sustainability, starting with the release of their Conscious Collection in 2011. Since then, they’ve focused on using recycled materials of their bags and collect used clothing and textiles at store locations to be donated to those in need or recycled at their textile factory in Fresno, California. They continued with this trend by highlighting their recycling program, offering a station for attendees to refill their waterbottles, and used video to talk about their water conservation efforts.
Fashion, tech, and sustainability? All in one tent at Coachella? Talk about the whole package. We applaud you, H&M, and look forward to your next awesome music festival installation.
