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H&M announces collection with Simone Rocha

Tom Shearsmith
15 January 2021

H&M has announced London-based designer Simone Rocha as its latest collaborator, with past designer tie-ups including the likes of Martin Margiela and Donatella Versace.

Launching 11 March 2021, the Simone Rocha x H&M collection includes her signature womenswear alongside menswear and kidswear, marking the first time she has offered a wardrobe for the whole family.

The entire range comes in Simone Rocha's recognisable colour palette: mixing cream, pink, red and black. The full collection will be unveiled at the time of launch, with select preview images available below:

The Simone Rocha x H&M collection campaign will feature stylist and collaborator Robbie Spencer, model Tess McMillan, sisters Adwoa and Kesewa Aboah, and acclaimed actress Daisy Edgar-Jones.

Describing the collection, Simone Rocha commented: "To be honest, it was really emotional going through all the pieces — it was a wonderful chance to reflect on seasons I was especially proud of, and to revisit collections that felt like milestones, and little gems of ideas that we maybe didn't push as far as we wanted to the first-time round.

"The archive is so important to the way I work as a designer anyway. We are not a brand that abandons ideas each season — we often look back on past propositions or continue to evolve a silhouette, or shape."

She continues: "My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while. Maybe they will be able to buy a version of a piece that they missed the first time, or a piece they always wanted but didn't get.

"Through H&M, they will be able to access a new, timeless, special piece to mix in with their existing items from past runway collections. I really hope there is something for everyone — every woman, every guy, the whole family."

Daisy Edgar-Jones added: "Simone's ethos is incredibly inclusive. I'd say that her clothes are made for everyone — whatever age, whatever shape or size, whatever style, be it girly girl or more androgynous. She has something for everyone, which is really wonderful."

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