H&M’s next collaboration is with Brit fave designer, Simone Rocha.
The collection (not just for women) will include menswear and kids wear too. It was created by resourcing designs from the Rocha’s 10-year archive to find inspiration in pieces that represent her house –ie, lots of bows, pearls and tweed.
There will be everything from tulle dresses and tailored suits, to knits, shirting, outerwear, casual tees, accessories, jewelry and embellished footwear.
“I am so thrilled to be working with H&M…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 Garcons – it’s such an amazing list of alumni to be a part of.”
This collection celebrates Rocha’s personal inter-ethnic heritage and all which has inspired her fashion label, from the traditions and crafts of Hong Kong through to the greats of art history.
In an interview about the collection, Rocha explained how sustainability had been at the forefront of her mind when designing this collection. She told Vogue,
“A company like H&M has a much bigger footprint than something like Simone Rocha, so yes, sustainability for us came into the fabrication.
We were able to use an organic cotton, recycled polyester, a new compostable yarn. Actually, it was very interesting to see what could translate, and I think people will be surprised by the quality when they see it, so I hope it will be special enough to want to wear forever.”
The campaign was shot by Tyler Mitchell and features actors Daisy Edgar Jones and Michael Ward.
The collection will be available to shop globally starting March 11. Jump on it, you know these collaborations always sell out FAST.
(Photos, Tyler Mitchell for H&M; via Harper’s Bazaar UK)