“I always like the front a little shorter than the back, you know?” Tyla playfully offers as a styling tip for pulling off her signature mini-skirt like a pro. “I don’t like showing too much cheek!” We’re chatting in the step-and-repeat, the last of a star-spangled list of attendees at H&M&LA – a mini festival celebrating the second drop of their SS25 collection in downtown LA. It’s the week of Coachella’s opening weekend, and though it’s all everyone can talk about, H&M has managed to produce an enviable line-up that has 5,000 attendees queuing around the block to get a slice of the action.

Open to the public via social media sign-ups, it was set to be a roadblock. Fortunately Tyla – one of the recognisable faces of the campaign striking a pose in her signature mini-skirt – is ushered in without too much hassle. She’s wearing a casual plain white cropped baby tee and low-riding oversized denim. Alex Consani, on the other hand, has amped up the glam in a sheer strappy camisole number with decorative sequins and beaded detailing. “On the way here I was listening to a lot of Doechii, I heard she’s going to be here tonight, so I had to prepare,” she tells me.

Headlined by Doechii, Robyn and Jamie xx, the festival was a one-off, special moment. Other acts on the bill included PinkPantheress, SAILORR and Romy. Here’s everything that went down.

THE GUEST LIST WAS STAR-SPANGLED

Tyla and Consani were the last two to arrive, but the event was a flurry of names and faces. PinkPantheress donned a pair of dusty-pink ballet flats with a light-brown embroidered skirt and the brown iteration of Tyla’s white short crop top. Tokischa turned her sheer rib knit into a dress with thong-toed kitten heels. Dakota Fanning paired her calf-length floral embroidered dress with a knee-high biker boot and oversized leather jacket. Other guests included Barbie Ferreira, Gabbriette, Tinashe, Maddie Ziegler, Amelia Gray and Lisa Rinna.

THE LINE-UP WAS STELLAR

This was a night of style and sound colliding. Alongside its headliners, the curated list of performers was considered and catered to a broad range of tastes. Papi Juice kickstarted the party and Everyday People kept it going. The Blessed Madonna’s room was a full-on rave with Rush Davis B2B with Makadsi, while Floorplan and A Club Called Rhonda kept the beats pumping. Elsewhere, more DJ sets by Uncle Waffles, Major League DJz and Scorpion Kings spotlighted the sounds of Tyla’s South African home. “All of us at H&M wanted this event to be a love letter to the people and city of LA,” says Jörgen Andersson, creative director at H&M. “This one of a kind ‘festival’ is a celebration of fashion, music, joy and community – the heart of what H&M is all about.”

IN-N-OUT BURGER FOR ALL

Not that we got any. The queues were astronomical, but for anybody willing to brave their snaking lengths, it was up for grabs! No confirmation on whether the secret menu was accessible though…

DOECHII STOLE THE SHOW

Last but certainly not least was the woman of the moment, current Dazed cover star Doechii. She came, she saw and she most certainly conquered. Her set was a fan favourite, at capacity before she’d even touched the stage! Nonetheless, she did not disappoint, serenading her fans with a flurry of hits.

Scroll through the gallery above to see all the action from the festival.