H&M’s annual designer collaborations are always a highlight on the jam-packed fashion calendar.
In previous years, luxury brands to have partnered with the high street giant include Kenzo, Moschino and Balmain.
Now, the Scandinavian retailer has announced that its next designer partnership will be with none other than London-based label Simone Rocha, which is renowned for its delicate and feminine designs.
While details of the full collection have yet to be released, a series of promotional photos and videos offer a sneak peak at the highly anticipated collaboration.
The campaign is fronted by none other than Normal People star Daisy Edgar Jones, who is joined by models Adwoa and Kesewa Aboah and Tess McMillan.
Commenting on the collaboration, Rocha said: “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.”
Ahead of the collection dropping in March, here’s everything we know so far.
What can we expect from the H&M x Simone Rocha collection?
Judging from the few photos that have been released thus far, fans of Simone Rocha’s classic designs will not be disappointed by the collection.
The Aboah sisters are pictured wearing two smocks, one of which is a classic Simone Rocha style - white, cropped puff-sleeves, and with broderie Anglaise embroidery - while the other is more gothic in style, all dark florals and beading.
But it’s not just dresses on offer. The collection will comprise tailoring, knits, shirting, outerwear, casual t-shirts, and accessories, including Rocha’s trademark jewellery and pearl-embellished footwear.
There will also be childrenswear and menswear offerings.
As for the details, expect classic Simone Rocha tropes, like beading, florals, tartan, and a lot of red and pink.
A statement about the collection explains how Rocha created it after spending time “reflecting on her brand’s archive, combing her past collections and carefully reworking favourites into dynamic new propositions that feel right for today”.
When will H&M x Simone Rocha be available?
The collection will launch on 11 March 2021, which will mark Simone Rocha’s 10-year anniversary.
It comes just five months after H&M’s last designer collaboration with The Vampire’s Wife.
As usual, the collection had mostly sold out within a matter of hours, so be sure to mark 11 March in your diaries if you want to get ahead of the game this time around.
How can I buy something from the H&M x Simone Rocha collection?
In normal, non-pandemic, times, the H&M designer collaboration would be widely sold in stores.
However, it’s not clear if non-essential retail will be permitted to open by March, which means the best way of picking up a piece from the collection is online via H&M’s website.
The brand’s designer collections usually go live on the website at 9am.
