H&M has become famous for its designer collaborations – it all started with Karl Lagerfeld back in 2004, followed by some of the biggest names in high-end fashion, from Stella McCartney and Balmain to Comme des Garçons, Versace and Maison Martin Margiela.
The Swedish fashion giant’s collabs have brought us countless trend-led, luxury-designed pieces at affordable, high street prices. It’s no wonder they often sell out quickly.
And now, H&M has announced that its collaborative partner for 2021 will be Irish designer Simone Rocha, whose eponymous label is 10 years old this year.
The daughter of designer John Rocha, Simone is a regular at London Fashion Week and was named ‘Womenswear Designer of the Year’ in 2016 at the British Fashion Awards. Celebrity fans of her label include the likes of Kate Middleton, Michelle Obama, Keira Knightley and Rihanna.
Rocha’s designs are famed for their femininity; pieces adorned with bows, jewel embellishments, pearl embroidery and dainty, detailed textures of tulle, lace and silk. We think the collection will be ideal for the spring and summer months.
Rocha said: ‘I am so thrilled to be working with H&M on this very special collection. It truly is a celebration of the signatures of my brand and the influences that have shaped me.
‘As a designer and as a customer, I’ve been such a fan of the H&M collaboration concept –Margiela, Alber Elbaz, Comme des Garçons – it’s such an amazing list of alumni to be a part of.’
H&M creative advisor Ann-Sofie Johansson said: ‘Simone Rocha has been on the H&M wish list for some time. This collaboration offers a new audience the chance to own a very special piece of design history.’
Now, H&M has exclusively released the official campaign film and images for the Simone Rocha x H&M collection. Shot by Tyler Mitchell, in his signature optimistic style, the campaign invites people to 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.
Unveiling the entire Simone Rocha x H&M collection, the pieces unite the inspirations and emotions that have defined the Simone Rocha world and are a tribute to Ireland, Hong Kong, texture, shape, tactility, history, family, intimacy and joy.
Shop the Simone Rocha x H&M collection:
The Simone Rocha x H&M collection launches today on hm.com.