Slated to launch worldwide on March 11, the collection is Rocha’s biggest yet. For the first time, the London-based designer will introduce menswear and kidswear alongside womenswear. Each category offers a full wardrobe, from her signature sparkling jewellery and pearl-embellished footwear to special occasion pieces like tulle dresses and casual t-shirts.
“It truly is a celebration of the signatures of my brand, and the influences that have shaped me,” says Simone Rocha of the collaboration. In the press release, we spy beaded shirting, florals, voluminous silhouettes, broderie anglaise and a romantic colour palette of cream, pink, red and black.
“My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while. Maybe they will be able to buy a version of a piece that they missed the first time, or a piece they always wanted but didn’t get. Through H&M, they will be able to access a new, timeless, special piece to mix in with their existing items from past runway collections. I really hope there is something for everyone — every woman, every guy, the whole family,” she adds.
This exciting partnership comes mere months after H&M’s sell-out collaborations with The Vampire’s Wife back in October last year and Giambattista Valli in 2019.
“Simone’s ethos is incredibly inclusive,” says actress Daisy Edgar-Jones, who was roped in for the collab’s campaign. “I’d say that her clothes are made for everyone — whatever age, whatever shape or size, whatever style, be it girly girl or more androgynous. She has something for everyone, which is really wonderful. I also feel that her clothes are made to be worn and made to be lived in, and I think that more fashion should be like that.”
Watch the film below for a glimpse of the H&M x Simone Rocha world.
(All images: H&M x Simone Rocha)