H&M’s Bold Fashion Statement at Lollapalooza India
At Lollapalooza India, H&M didn’t just show up—they showed what it looks like when fashion and live music collide with purpose. From a megaphone-shaped runway to intimate artist sets and hands-on design stations, H&M transformed its festival activation into an immersive expression of style, identity, and cultural connection. It wasn’t about branding. It was about belonging.
H&M’s Helena Kuylenstierna, Director at H&M India, and Bianca Franklin, Global Business Developer – Brand Experience Music, sat down with Live Nation’s Therese Liljedahl, SVP of International Partnerships, to chat about their first-ever partnership with Lollapalooza India, the vision behind H&M’s presence at the beloved festival, and what’s in store for the brand’s journey in live music.
Fashion and live music go hand in hand, especially at festivals where fans express their identities through style. Tell us more about why Lollapalooza India and what made it the right environment for H&M to connect with fans.
Helena: At H&M, we believe that fashion is an extension of identity, much like music. Both are deeply personal, powerful forms of self-expression, and when they come together at a festival like Lollapalooza India, the result is an electrifying cultural moment. As a brand that liberates fashion for the many, we saw Lollapalooza India as the perfect stage to connect with an audience that embraces style as a reflection of their individuality.
Our presence at the festival wasn’t just about fashion—it was about creating an immersive experience that allowed the guests to live and breathe H&M’s brand ethos. From the Perry’s X H&M Stage, where global and homegrown artists set the tone for the weekend, to “The Sound of Style’ activation, every touchpoint was designed to empower self-expression. The festival’s energy, diversity, and inclusivity aligned seamlessly with our values, making it the ideal space to celebrate the intersection of music and fashion.
Bianca: Live Nation and Lollapalooza India presented a unique opportunity for H&M to engage with a vibrant, fashion-forward audience in a market where music and self-expression are deeply intertwined. Festivals are cultural melting pots where personal style becomes a form of storytelling, and Lolla India was no exception. As a brand rooted in both fashion and music, H&M saw this as the perfect stage to connect authentically with fans who see their festival looks as an extension of their identity. The energy, diversity, and creative spirit of Lollapalooza India aligned seamlessly with our vision of making fashion and music more accessible, inspiring, and immersive.
H&M has been involved in music culture for years, from activations at Lollapalooza Stockholm to your recent collab with Charli XCX. How do festivals fit into your broader music marketing strategy?
Helena: At H&M, music has always been a core part of our brand DNA, influencing our collections and how we engage with our audience. Our recent collaboration with Charli XCX is a testament to this, which was an immersive celebration that marked the launch of our Autumn/Winter 2024 collection. Blending fashion, music, and culture, the event brought together bold performances, artistic installations, and cutting-edge style, reinforcing H&M’s commitment to creativity.
Helena: Festivals like Lollapalooza are where fashion, music, and self-expression collide, making them a natural fit for H&M to engage with customers in an authentic, culture-driven way. These high-energy, immersive spaces allow us to connect with our audience in ways that go beyond traditional retail or digital interactions.
Through artist collaborations, experiential activations, and festival-ready fashion, we can showcase H&M as more than just a brand—it’s a part of the cultural conversation. Being present in spaces where creativity thrives, we celebrate individuality and reinforce our role in shaping the intersection of music and style.
H&M went all in for Lollapalooza India—not just with your stage naming rights, but also multiple incredible fan experiences. What was the vision behind all of this, and how did it bring the H&M brand to life?
Bianca: Our vision was to create a space where music, fashion, and culture converged—something more than just a branded activation, but a true experience that fans could feel a part of. With the H&M stage, we weren’t just sponsoring performances; we were curating moments that celebrated creativity and personal style.
Helena: Through ‘The Sound of Style’ activation, we transformed our presence into an immersive experience that allowed our guests to embrace their individuality in a setting that felt both playful and personal. At the heart of the activation was a runway shaped like a megaphone that symbolized self-expression. Furthermore, the guests had the opportunity to design personalized album covers, creating a customized fashion-meets-music moment that resonated deeply with their personal style.
Beyond activations, we elevated the festival’s atmosphere with exclusive performances by Lisa Mishra and Kayan (Live), reinforcing H&M’s connection to India’s vibrant music scene. Digital creators played a huge role in amplifying the experience, sharing real-time festival moments, styling inspiration, and behind-the-scenes content that extended H&M’s reach far beyond the festival grounds. Our festival space also became a vibrant hub of creativity and style, featuring curated displays of our latest collections, engaging photo opportunities, and bespoke experiences that seamlessly blended fashion with accessibility.
Fans are a big part of what makes a festival special. What reactions did you see from fans engaging with H&M’s experiences at Lollapalooza India? Any standout moments?
Bianca: The response was incredible! Fans embraced every part of our presence, from capturing moments at our installations to styling themselves in H&M festival looks. One of the standout moments was seeing how people made the ‘Sound of Style’ experience their own—mixing and matching pieces, creating content, and truly embodying the idea that fashion is an extension of music. The energy around the H&M stage was electric, and watching festival-goers dance, celebrate, and fully immerse themselves in both the music and the brand experience was proof that this connection is real and resonant.
H&M’s ‘Sound of Style’ campaign made a big impact at Lollapalooza India, and this is just the beginning of your partnership with the festival. How do you see your live music presence evolving in the future?
Helena: Lollapalooza India was a fantastic start, and it reinforced our belief in the strong synergy between fashion and music. Building on the energy and engagement from this year, we are thrilled to continue this journey and are already planning for Lollapalooza 2026.
Bianca: We’ll continue to find ways to deepen the connection between fashion and music—whether that’s through more festival partnerships, artist collaborations, or interactive brand experiences that push boundaries. We want to keep evolving how we engage with fans, making every touchpoint feel immersive, inclusive, and reflective of the way music and style influence each other. Expect to see more innovation, more unexpected collaborations, and more opportunities for fans to experience H&M as a brand that truly moves with the rhythm of culture.
