H&M taps model Lucky Blue for Coachella collection campaign

Swedish clothing giant H&M has teamed up with the famous Coachella music festival on a new "H&M Loves Coachella" collection. The 2017 edition of Coachella kicks off April 14. The retailer has called on rock band The Atomics, featuring model Lucky Blue Smith, to front the campaign for this exclusive new collection.

The "H&M Loves Coachella" collection has a bohemian-chic, folk vibe that's evidently influenced by festival style. Denim, graphic prints, retro sunglasses and lightweight dresses form the core of the new collection.

Moving on from the face of last year's Coachella collection, model and it-girl Hailey Baldwin, the Swedish brand has killed two birds with one stone by signing up model and musician Lucky Blue Smith and his band, The Atomics, who are set to play this year's festival in Indio, California. 

Lucky Blue Smith's The Atomics bandmates are his three sisters, Pyper America, Starlie and Daisy Clementine. As well as fronting the collection in H&M's promotional video, the group also performs the music to which the campaign is set -- a cover of "Let's Live For Today" by The Grass Roots.

This new ready-to-wear line dresses female festival-goers in girly materials and cuts while men step out in graphic prints.

Collection essentials include lots of denim -- in the form of mini-skirts, shorts, Bermuda shorts, jeans and jackets -- plus a black lace spaghetti strap dress, lace slip dresses to layer over signature T-shirts, as well as pleated skirts and bodysuits. Clothing is accompanied by a host of accessories, including heart-shaped sunglasses.

"H&M Loves Coachella has all the pieces to get the festival spirit, wherever you are in the world," The Atomics said in a news release.

This 2017 collection goes one sale from March 30 in all H&M stores carrying DIVIDED ranges, as well as online.