SYS-CON MEDIA Authors: Ava Smith, Scott Bampton, Elizabeth White, Glenn Rossman, Pat Romanski

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H&M And Alexander Wang Announce The Alexander Wang x H&M Collaboration At H&M's Second Annual Coachella Party

LATE NIGHT DANCE PARTY FEATURING HEADLINER MAJOR LAZER, AND PERFORMANCES BY JESSE MARCO, JUST BLAZE, AND IGGY AZALEA

NEW YORK, April 13, 2014 /PRNewswire/ -- H&M, one of the world's largest fashion retailers, teamed up with Alexander Wang, to host an epic late night dance party last night in celebration of the Coachella Valley Music & Arts Festival. 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, Alexander Skarsgard 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, Rosie Huntington-Whiteley, Jourdan Dunn, Kasia Struss, 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.

"I think it's awesome that Alexander Wang is doing a collection with H&M and making it more accessible to everybody because I don't know one person that is not a fan of his designs. I love it – I really love it!" says Iggy Azalea.

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.

"I am honored to be a part of H&M's designer collaborations. The work with the team is an exciting, fun process. They are very open to pushing boundaries and to setting a platform for creativity. This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle," says Alexander Wang.

"H&M is such an accessible label and there's something so inspirational about Alex. I'm really excited to see what he brings to the brand and I'm sure everyone will want everything," says Kate Bosworth.

Photos/Video are available at:
Photo/Video: www.EPKLink.com/HMLovesMusic 
Additional Photos: http://bfanyc.com/events/8863

H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on NASDAQ OMX Stockholm. The company's business concept is to offer fashion and quality at the best price. In addition to H&M, the group includes the brands & Other Stories, Cheap Monday, COS, Monki and Weekday as well as H&M Home. The H&M Group has around 3,100 stores in 53 markets including franchise markets. In 2013, sales including VAT were SEK 150,090 million and the number of employees is more than 116,000. For further information, visit hm.com.

SOURCE H&M

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