H&M Loves Coachella: Interview with The Atomics

H&M Loves Coachella: Interview with The Atomics

Festival spirit

Text: Amelia Chia

The Atomics open up about what H&M's Coachella line means to them, as we reveal exclusive behind-the-scenes shots of the campaign

There's an exhilarating energy when you're in the middle of the Colorado Desert, surrounded by free-spirited music lovers in colourful get-ups as sweet tunes filter through the air. As we await the Coachella Valley Music and Arts Festival in April, H&M is already getting us into a Coachella state of mind with their upcoming collection themed around the prominent music festival.

Expect sheer feminine layers mixed with embellished denim, hand-drawn Coachella tees, body suits, hoodies and metallic anoraks that fully capture the festival spirit. For men, the collection features the likes of an iconic tie-dye T-shirt, cut-off denim shorts and faded jeans.

Fronting H&M's campaign? The talented Atomics, featuring Lucky Blue Smith, Pyper America Smith, Daisy Clementine Smith and Starlie Cheyenne Smith decked out in some of their favourite pieces from the new collection. They recorded a cover of The Grass Roots' Let's Live For Today and shot a music video channeling idyllic, laid-back vibes. This year, the sibling act is also playing at Coachella for the first time — and here's what they have to say about the entire collection and experience. We're looking forward to seeing them create magic.

For everyone around the world who's never been, can you describe what makes Coachella so special?
Lucky Blue Smith: Well, actually I've never even been to Coachella. I've wanted to go in the past but also wanted to wait until I played. I'm so excited to go this year and can't wait to see what it's all about!

Starlie Cheyenne Smith: Coachella is a place for people to connect with others over things they are passionate about. Music and fashion — it's all about fun and enjoying life.

Pyper America Smith: What I think is special about it is the energy there. Everybody is running around going to the different stages to see all these amazing people perform — you're just so happy and free in a really beautiful desert.

Daisy Clementine Smith: Coachella is special because it is a place where you can leave the world and your troubles behind. You can be whoever you want to be for a weekend while listening to your favourite music. 

Can you describe the Coachella look?
LBS: The Coachella look is whatever you want to wear. It's a chance to try out something you may not wear every day and be more free. 

PAS: The Coachella look is generally very free-spirited and colourful. I think a lot of the style is inspired by the desert and the heat. 

What are your favourite pieces from the H&M Loves Coachella collection?
LBS: I love the jeans and the short-sleeve printed shirt.

SCS: The silk dress and the black catsuit!

DCS: I really love the dreamy blue lace top. It's so versatile and can be worn with anything! I also love the embroidery that's on the denim.

How does this look translate for people around the world who can't get to the festival?
DCS: The great thing about the H&M Loves Coachella collection is that it allows you to be as wild or as subtle as you want. It's very accessible and easy to incorporate into your everyday life. You can play it up if you are going to a party, or keep it more low-key if you are going to school or work. 

What are your top tips when it comes to a festival wardrobe?
LBS: Pick pieces you feel cool in, be confident and don't forget it's going to be hot. 

PAS: First of all, wear something comfortable, especially some good shoes, because you'll be running around. Also layer up because it can get really windy or cold at night! 

The collection will be available in the US from March 23 and globally from March 30 in all H&M stores and online.