H&M Joins Forces With Simone Rocha, Unveiling Its Dreamiest Collaboration Collection To Date

The Irish designer – loved for her whimsical, ultra-feminine creations – will be joining forces with the Swedish retailer to bring her designs to the high street

Throughout the years, H&M’s designer collaborations have developed something of a cult following; the Swedish retailer – best known for democratising the fashion industry – has teamed up with the likes of Karl Lagerfeld, Maison Margiela and Comme des Garçons, introducing high fashion to the masses while also making it accessible to all fans of the brand.

The collaboration collections have been known to sell out almost instantaneously, with shoppers queueing up outside the retail stores for hours, waiting their turn to own of piece of fashion history, often their first time acquiring an item designed by a luxury fashion house. Now an Irish designer – the first in H&M’s history of collaborations – joins the legacy, bringing her ultra-feminine (yet somewhat rebellious) creations to the high street…

Sisters Adwoa Aboah and Kesewa Aboah, behind the scenes at Simone Rocha x H&M campaign

Simone Rocha is teaming up with H&M to create a collection that will encompasses not only her signature womenswear designs, but also menswear and childrenswear pieces as well – a first for the designer, who is best known for her impeccable attention to detail when dreaming up her whimsical collections.

“I am so thrilled to be working with H&M on this very special collection. 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,” says Simone Rocha, creative director and founder of her eponymous label.

Tess McMillan, behind the scenes at the Simone Rocha x H&M campaign shoot

The collaboration collection with H&M will include silhouettes, fabrics and embellishments all true to the classic Simone Rocha style (think tulle, knits and, of course, pearl-inspired detailing from head-to-toe), providing shoppers with a variety of pieces to choose from – including trenches, casual t-shirts and accessories inspired by her signature sparkling jewellery. The line, like all of the collections, will also pay homage to her heritage (Simone’s father is from Hong Kong), incorporating both elements of her roots and life-long inspiration within the pieces for H&M.

Actress Daisy Edgar-Jones, model Tess McMillan, and sisters Adwoa Aboah and Kesewa Aboah star in the Simone Rocha x H&M campaign, with stylist  Robbie Spencer helping to bring the collection to life.  

Daisy Edgar-Jones, behind the scenes at the Simone Rocha x H&M campaign shoot

“Simone has been on the H&M wish-list for some time. This collaboration offers a new audience the chance to own a very special piece of design history,” notes Ann-Sofie Johansson, H&M’s Creative Advisor.

“All of us at H&M have been so inspired to work with a female designer who spends so much time thinking about contemporary femininity, and womanhood, and who is so committed to excellence in craft and design, from the process of developing special fabrications, to pushing silhouettes, shapes and embellishments. Every garment within this collection is unique, special and the result of years of work and meticulous research.”

The collection will be available in selected H&M stores and online on March 11.

Images supplied by H&M.