The music festival season is approaching, and it’s debatable whether these events are still about the music, or have instead become an avenue for Millennials to see and be seen.

The music festival season is approaching, and it’s debatable whether these events are still about the music, or have instead become an avenue for Millennials to see and be seen. In preparation for the fashion-conscious fests, H&M, a six-year sponsor of Coachella, has announced a coed H&M Loves Coachella line will be launching next month. Full of fringe, bohemian patterns, and some more fringe, the line is intended to “bring to life the spirit of the festival.” In addition to a global launch, a pop-up shop in the H&M tent at Coachella will be selling exclusive items. A parallel campaign is also giving young shoppers a chance to attend the event: those who bring in unwanted clothing to be recycled at H&M will be entered to win passes to the festival. (WWD, Los Angeles Times)