Just in time for our entrance back into society is the long-awaited release of Simone Rocha’s collaboration with Scandinavian high street stalwart, H&M which finally launches this Thursday.
Alongside the positively dreamy campaign featuring Adwoa and Kesewa Aboah that recently dropped, Rocha and H&M have today also debuted an innovative AR experience to coincide with the launch which sees the likes of Paloma Elsesser, Helena Bonham-Carter and Kaia Gerber digitally model the clothes.
Aware of being unable to host a physical celebration in honour of the launch, Rocha instead tapped British artist Faye Wei Wei, who also stars in the campaign, to paint five pieces to serve as backdrops for the starry cast of characters, who spring to life from the pages of a digital book via QR codes.
“This year has required us all to think about things afresh and find new ways of working and congregating,” says Rocha, “I always wanted this collection to conjure excitement for dressing up, and for meeting with family, friends and loved ones, and I hope this digital event speaks to that, providing a thought-provoking moment of art, beauty, celebration and happiness.”
“This is one of the most innovative collection events we have ever created here at H&M. What a thrill to work on fashion’s first-ever pop-up book AR experience,” adds Ann-Sofie Johansson, Creative Advisor at H&M.
The collection, which is filled with Rocha’s signature frothy and whimsical DNA, will also include menswear and childrenswear alongside womenswear, a first for the Fashion East alum.
H&M launched its first designer collaboration in 2004 and its collaborators have included Vampire’s Wife, Stella McCartney and Karl Lagerfeld among many others.
Simone Rocha x H&M launches at 8am on March 11, 2021. Prices start at £9.99.
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