Back in January H&M announced its latest designer collaboration, and it was everything we could have wished for: Simone Rocha. Cannot compute! When January felt like it couldn’t be more bleak, along came a piece of shopping news that soothed the soul, saved our wardrobes and gave every fashion-lover something to look forward to. Well, the brand has just dropped all the lookbook imagery from the upcoming collab, and it’s as good as we’d hoped.
As is tradition with all of H&M‘s legendary designer collaborations, this collection was shrouded in secrecy, but the sneak peak we are receiving today, ahead of the line (which drops on March 11—diarise now!) is enough to keep us going. It looks like all of the beloved Irish designer’s signatures are front and centre: The pearl-detailing, the whimsical dresses, the decorative accessories, the romantic, painterly prints… The look is undeniably that of Simone Rocha, an aesthetic that has been built upon season-by-season since she first arrived on the scene to great acclaim. In fact, it was a decade ago that Simone established her own brand—an anniversary that is celebrated as part of this exciting launch.
“We see glimmers of Tudor courtiers, of wild florals, of portraits and photographs, of dolls and playthings. There is tartan, beading, florals, pinks, reds, and bespoke fabrications, developed in house, especially for this collaboration,” explains the press release from H&M. “In forming this collection, Rocha spent time reflecting on her brand’s archive, combing her past collections and carefully reworking favourites into dynamic new propositions that feel right for today.” In addition to upholding the fashion DNA of the Rocha brand, it has also been important for the London-based designer to ensure that this collaboration reflects what’s important to her when it comes to collating one’s wardrobe—this is all about buying less, buying sensibly and buying pieces that last. “As a designer, and as a customer, I’ve been such a fan of the H&M collaboration concept. Margiela, Alber Elbaz, Comme des Garcons – it’s such an amazing list of alumni to be a part of,” says Simone. The lookbook visuals we have below are a window into the unusual collection—there are H&M x Simone Rocha pieces for the entire family, with menswear and childrenswear sitting alongside womens. The campaign pieces are modelled on people who “surround and inspire her” says the release, which includes sisters and models Adwoa and Kesewa Aboah and actress Daisy Edgar Jones amongst others. Keep scrolling to see a hint of what’s to come for H&M x Simone Rocha…
