The Simone Rocha x H&M collection is online

The Simone Rocha x H&M collection is online

Simone Rocha X HM: a capsule that reinterprets the key pieces of the Maison's archive in shapes and details.

An ultra-feminine style, attention to detail and a design that combines punk influences and the excesses of the Victorian era.
All this is Simone Rocha's capsule collection for HM.

After Versace, Comme des Garçons, Stella McCartney, Margiela (to name just a few) this year H&M chooses Simone Rocha, one of the most innovative and popular designers on the world fashion scene.

The Irish-born stylist has created the capsule together with HM from today on sale exclusively online on the Swedish giant's website.

Daughter of art, it was her father, the designer John Rocha, who passed on to her the love for fashion, Simone today celebrates together 10 years of her brand and collaboration with the low cost brand most revered by women.

A party in style, even if, due to the pandemic, the presentation took place in digital form, experimenting with augmented reality captured in an animated book.

The presentation Simone Rocha X HM

Simone Rocha X HM the presentation
Photographer: Sharna Osborne

Simone Rocha says "The year we are experiencing asks us to rethink the dynamics with which we aggregated in the past. I am thrilled to welcome the capsule, created with H&M, in a new way.

AR technology, which allowed us to share, a unique experience. I immediately wanted this collection to be a celebration of dressing well for occasions to meet with one's families, friends and with all the people we love, and I hope this event was able to convey my thoughts, making people reflect on fashion. , beauty, art and serenity ".

Kaia Geber for Simone Rocha X HM

The supermodel Kaia Geber for Simone Rocha X HM
Photographer: Sharna Osborne

The designer has managed to combine her love for art and painting, recreating, together with the famous English painter Faye Wei Wei, five paintings that form the backdrop to a cast of important personalities that comes to life through the frame of the QR Code .

Starring Helena Bonham Carter, Kaia Geber, Barry Keogham, Rowan Blanchard, Paloma Elsesser, Omari Douglas, but also dancers, musicians, artists to represent the common people, to whom the collection is dedicated.

"I believe that this AR experience encompasses Simone's world: magical, playful and even a little extravagant. It was like opening a beautiful box, a special book immersed in pearls, a truly unique method of sharing his universe with other people, ”said Omari Douglas.

Simone Rocha's style

His collections, season after season, have always been characterized by constant references to art, giving life to a gritty but personal style, with references to history capable of celebrating a modern Victorian beauty, which hides a punk soul.
Garments full of meticulous and delicate juxtapositions that have made the talented and visionary designer famous all over the world.

Today Simone Rocha X HM reinterprets some key pieces from the Maison's archive and enriches them with energy and details, playing with decorations and fabrics that have made up her stylistic path.

Simone Rocha X HM

Blouse with puff sleeves and cropped trousers with ruffles.
Photographer: Ben Toms

Wide in tricot and tartan, for dresses and shirts covered with lace, tulle, pearls and rouches in solid colors in red, black, but also white and cream.

Romantic details and tailored cuts, rich in references to art, capable of skilfully mixing punk notes and Victorian opulence, so dear to Simone Rocha that they have become key features of all of her collections.

A collection not only for women, but also designed for men and children, because style is at home.
A precious elegance characterized by a fresh and intriguing allure, now within everyone's reach.

An opportunity to have a garment that we have seen in magazines or in fashion books, an opportunity to have a piece of art at not mind-boggling prices.

Simone Rocha X HM - the shots

Simone Rocha X HM
Photographer: Tyler Mitchell

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