The collection is an amalgamation of a decade of design—a cross-pollination of Rocha’s sensibilities and signatures.
The long-awaited collaboration by Simone Rocha and H&M is now just days away before release. And to capture this perfect moment, H&M revealed the collaborative collection’s campaign. Shot by Tyler Mitchell, in his signature optimistic style, the campaign invites people to step into the Simone Rocha x H&M world, and experience the feeling of community, strong femininity and closeness that underpins the collection. The campaign is a story about friendship, joy and inclusivity—and an ode to moments of openness and congregation. It is a hopeful message about the joy that will come when we can meet again, and come together to dine, relax, laugh, dance, exchange and share.
The campaign was shot at the historic Great Dixter house and gardens in Northiam, East Sussex, England, and infers the stages of a meal and the rituals that come with sharing food and free time; the preparation and planning, the washing and table-laying, the presentation of fresh produce, the eventual relaxation.
“I think Simone Rocha is the perfect designer to offer this collection in this moment, and the individuals in this campaign really capture her open, vibrant vision of fashion and beauty. Simone understands the power of clothing for dreaming, but creates collections that feels very down-to-earth, very aware of the realities of people’s lives. I hope this collection and campaign will offer a moment’s escapism, but also conjure happy memories, and a sense of hope for when we can all be close again,” said Ann-Sofie Johansson, Creative Advisor H&M.
Looking into the collection, the pieces unite the inspirations and emotions that have defined the Simone Rocha world. The collection is an amalgamation of a decade of designCreative Advisor H&Ma cross-pollination of Rocha’s sensibilities and signatures. A tribute to Ireland, Hong Kong, texture, shape, tactility, history, family, intimacy and joy.
This is the first time Rocha has offered menswear and childrenswear, alongside her signature womenswear. For Rocha’s menswear debut, there are riffs on her classics; a reworked trench, with pearl embellishments on the collar, a rounded summer parka, Aran knits and cardigans, classic wool suiting and a vibrant checked blazer with matching drawstring trousers. There are shirting, hoodies and T-shirts in color palettes of white, pink and black as well as some printed with photographs by Jacob Lillis, a long-term collaborator of Rocha’s.
The Simone Rocha x H&M collection will be available at id.hm.com on March 11.
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