H&M teamed up with Alexander Wang, to host a late night dance party in celebration of the Coachella Valley Music & Arts Festival on April 12, 2014. The exclusive event served as the grounds for H&M’s surprise announcement of its next designer collaboration with Alexander Wang. Following the announcement, VIPs such as Katy Perry, Robert Pattinson, Kate Bosworth and over seven hundred guests enjoyed performances by headliner Major Lazer, as well as Jesse Marco, Just Blaze, and Iggy Azalea.
Lorde, Florence Welch, Chanel Iman, Fergie, Jourdan Dunn and Zoe Kravitz all came out to dance at what they thought was an H&M after party or an Alexander Wang Coachella party. As guests arrived at the location, LED lights and lasers projecting the Alexander Wang x H&M collaboration logo revealed the full scope of the event, and served as the informal announcement of H&M’s annual designer collaboration. Earlier in the night, news spread through the brands’ Social Media channels. Supporters of the collaboration Major Lazer, Jesse Marco, Just Blaze, and Iggy Azalea added to the excitement.
H&M has led the fashion industry as the pioneer of designer collaborations since its initial collection with Karl Lagerfeld in 2004. The brand’s twelfth design collaboration will mark the very first time an American designer will work with the Swedish brand. The Alexander Wang x H&M collection will hit select stores and be available online beginning November 6, 2014 and features clothing and accessories for both men and women. In addition to clothing, the collection also proposes a new take on lifestyle product offerings that goes beyond just fashion.