Irish fashion designer Simone Rocha has launched her collaboration with Swedish high street retailer H&M, by unveiling a unique lookbook featuring an array of talent including Helena Bonham Carter, Barry Keoghan, Kaia Gerber and Kelsey Lu.
Debuting the Simone Rocha x H&M Collection via an extra special pop-up book AR experience, created in partnership with British artist Faye Wei Wei, alongside an official campaign film shot by Tyler Mitchell and starring Daisy Edgar-Jones, Micheal Ward, and Adwoa Aboah, the two visuals bring the London based designers work to life beautifully, whilst serving as a nod to her “signature skill for referencing art and painting with her work, and also the collection campaign’s broader themes of joy, optimism and congregation.”
Commenting on the dreamy collection and its unique presentation to the world, Simone says: “This year has required us all to think about things afresh and find new ways of working and congregating. I am thrilled to be able to celebrate my collaboration with H&M in such an innovative way, using the best AR technology to bring such an amazing cast of figures right into people’s homes.”
Ann-Sofie Johansson, Creative Advisor at H&M, adds: “I hope this collection and campaign will offer a moment’s escapism, but also conjure happy memories, and a sense of hope for when we can all be close again.”
