Not one to rest on its laurels, H&M is keeping up with its status as the industry leader of high street/high-end collaborations, with yet another partnership, this time with cool LA-based brand Brock Collection.
Founded in 2014 by Laura Vassar and Kristopher Brock, Brock Collection is known for its ‘sophisticated yet down to earth aesthetic, vintage-style pieces and emphasis on craft and cut.’ And now they’re bringing their softly romantic yet relaxed and modern vibe to the British high street by way of H&M’s rails.
So what will you find in the collection? ‘A mixture of approachable opulence mixed with streetwise ease and a hint of past decades’, says H&M. Think wallpaper florals, corset detailing, bows, ruffles and lace toughened up with jeans and denim shorts and shirts. In a palette of pale pinks, off-white and dark brown and made from sustainable materials – including organic linen, organic cotton, recycled cotton, recycled polyester and Tencel™ Lyocell – the full Brock Collection x H&M collection will be available to buy in selected stores worldwide and online at hm.com from 1 June.
Maria Östblom, Head of Design at H&M, says: ‘We’re thrilled to be collaborating with Brock Collection, who are well-known for their luxe craftsmanship, impeccable fits and structures, and have quite the celebrity following. But there’s also beauty in the fact that their designs always feel down-to-earth, thoughtful and easy to wear — I believe that’s the key to their success. We want to celebrate romance and make it accessible to many. By adding more sustainable materials, it creates for a collaboration I hope our customers around the world will fall in love with.’
While designers and co-founders Laura and Kristopher say: ‘Brock Collection has always been about connecting the threads between uptown polish paired with a down to earth ease, which we are so happy to bring to a new audience. Each piece in the collection is special and carries a certain romantic charm, but is totally effortless.’
Brock Collection x H&M: