The Atomics performed live Thursday from the H&M in Times Square to celebrate the launch of the H&M Loves Coachella exclusive collection.
More than 200 people celebrated and took part in the special performance. This year’s H&M loves Coachella campaign features musicians Lucky Blue Smith, Pyper America, Starlie and Daisy Clementine, with their alternative pop band, the Atomics. The band will also make their Coachella debut, performing at the festival during the weekends of April 14 -16 and April 21 -23.
“We’re thrilled to be celebrating the launch of the H&M Loves Coachella collection," the Atomics said. "Music and fashion are a big part of our lives, so we’re happy that we were able to bring the two together for this live performance.”
Fifty lucky fans were treated to a surprise golden ticket that granted them an exclusive meet-and-greet with the band before the performance. The first 200 guests were also given a special commemorative tote bag and were some of the first in the world to shop the collection.
Guests also were treated to a special photo memento. After taking photos on their own, guests were encouraged to post them to Instagram with the event hashtag to trigger an on-site printer to print their photos within a minute of posting.
The H&M Times Square store will exclusively have the collection for sale well before March 23 when it will officially launch in the U.S. at select stores and on hm.com.The collection will launch globally on March 30.
Launch the slideshow above to see -photos from the launch event.