Simone Rocha and H&M celebrate their collaboration with an AR experience featuring Helena Bonham Carter, Kaia Gerber, Barry Keoghan, Rowan Blanchard, Paloma Elsesser, Omari Douglas, Kelsey Lu and many others.
Both Simone Rocha and H&M were determined to honour their collaborative collection in an imaginative, pioneering and artful manner, while also being safe and instep with social-distancing guidelines. Therefore, they selected to forgo a physical in-person global event in favour of a curated digital celebration: a pioneering pop-up book AR experience. This is a truly experimental creation, and the first of its kind – a dynamic way of bringing art, fashion and iconic figures into invited guests’ homes, through technology.
When creating the collection for H&M, Rocha spent time reflecting on her brand’s archive, combing her past collections and carefully reworking beloved pieces into designs that feel of both our time and timeless. Through this collaboration, the Simone Rocha universe is opened up to the entire family showing her passion for kinship, togetherness and warmth. For the first time ever, Rocha’s signature womenswear has been translated into kidswear and menswear.
The Simone Rocha x H&M collection launches on March 11 and will be available online at hm.com.
