H&M Loves Coachella — that’s the campaign. Simple enough for you? Because keeping things simple and pure is the aim. The cool Atomics video captures that youthful spirit — a spirit that doesn’t focus on possessions but values experience over, you know, stuff. Coachella and its sister music festivals are probably the ultimate destination for the carefree millennial. Wait, not carefree exactly — but the millennial who prioritizes right. The other kind of person, the one who wants a Birkin bag, let them slave away: I’ll take my inexpensive H&M tank top, fresh air, three good chords and some harmony — thank you very much. The H&M Loves Coachella Collection launches in March.
The song — a cover of “Let’s Live For Today” by The Grass Roots — in the video nails it, expressing pity for those who go “chasing after money and dreams they can’t control / I’m glad that we are different with better things to do.” The Atomics are a family affair who in many ways embody these priorities — the crew is Lucky Blue Smith, Pyper America Smith, Daisy Clementine Smith, and Starlie Cheyenne Smith. They’re all models too, so not quite as carefree as your average Coachella goer. But then again, who isn’t a model these days? Coachella selfies will number in the millions this year.