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Image / Style / Fashion / Shopping

Irish designer Simone Rocha is H&M’s next collaborator

by Holly O'Neill
14th Jan 2021

Simone Rocha is the first Irish designer to collaborate with the brand

Are you ready for the biggest fashion news of 2021, even though it’s only January?

Simone Rocha is creating a collaboration with H&M, and it sounds like everything you could possibly want from a Simone Rocha x H&M collaboration.

Simone Rocha

Simone Rocha

The project coincides with the 10th anniversary of Simone Rocha and will be shoppable globally online and in stores on March 11.

The Irish designer, who is the first Irish designer to team up with the Scandi high street-brand, has created a collection that not only includes womenswear, but also menswear, childrenswear and beauty. According to American Vogue, there’s going to be a “pink stain pot” for dabbing on lips and cheeks too.

The collection will revisit her 10-year archive and include all her hallmarks; think pearls, broderie anglaise, bows, tulle, headbands and her best-selling dangly flower earrings, Aran knits and beads. The collection will include sustainably sourced materials like organic cotton, recycled polyester and a new compostable yarn. Prices will start at just €6.99 for socks, with dresses and trench coats costing €179 and the most expensive pieces being pearl-decorated brogues at €249.


View this post on Instagram


A post shared by SIMONE ROCHA (@simonerocha_)

“It’s 10 years now since I started, so it was nice to look back through the archive. It felt important to pick out pivotal moments that you could recognize as my codes, to share my identity,” Rocha told Vogue.

“The H&M collection is very much an exploration of my existing body of work,” she told British Vogue. “I took characters and pivotal moments from different seasons and put them all together to create a new story.”

The campaign, shot by Tyler Mitchell, will include Daisy Edgar-Jones of Normal People, with documentary chats with Adwoa and Kesawa Aboah shot by Simone’s partner Eion McLaughlin.

“The collection is not mere re-editions, it takes things and reinterprets them for today and now,” says Rocha. “I understand my clothes might be intimidating – too feminine or too dressy – so there’s special pieces and daywear hopefully for everyone.”

Check out a behind-the-scenes video of the collection below.

Simone Rocha x H&M will be available on March 11.

Featured photography by H&M.

Read more: Kitri’s colourful, comfortable collaboration will get you out of your WFH wardrobe slump

Read more: Anine Bing is now available in Brown Thomas

Read more: How to find the last of the sale gems

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