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Image / Style / Fashion

Go behind-the-scenes of the Simone Rocha x H&M collection


by Holly O'Neill
15th Jan 2021
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See can you spot what’s coming from the Simone Rocha x H&M collection


This week came the exciting news that designer Simone Rocha will become the first Irish designer to collaborate with H&M, joining the ranks with Balmain, Karl Lagerfeld, Giambattista Valli, Versace, Erdem and more in joining forces with the Scandi fashion giant.

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

While we await further details on what exactly we can expect, here’s everything we know so far; the collection launches globally in-store and online on March 11, and will include womenswear, menswear, childrenswear and beauty. 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. The collection will revisit her 10-year archive and include all her ultra-feminine hallmarks; think pearls, puffy shoulders, broderie anglaise, bows, tulle, headbands and her best-selling dangly flower earrings, Aran knits and beads. The collection will also include sustainably sourced materials like organic cotton, recycled polyester and a new compostable yarn.

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. So far, the only glimpses of the collection we’ve seen so far are from the few short videos H&M have shared, which we’ve collated here so you can peer at the screen and try and pick out pieces too.

Daisy Edgar-Jones appears to be wearing the €249 pearl-decorated brogues in the video above, with a pearl embroidered collar shirt over a tulle skirt (or is it a dress?) with a sequinned bra top.

Model and frequent Simone Rocha collaborator Tess McMillan wears a cream pearl-collared and ornately detailed dress and a candy-pink belted shimmering coat above.

We get a closer look at the pearl-detailed brogues in the video above on Simone herself, who also appears to be wearing an oversized pearl-collared coat and the shirt we saw above on Daisy Edgar-Jones.

In the video above with sisters Adwoa Aboah, activist, and Kesewa Aboah, artist, we get a glance at two trademark Simone Rocha puffy-sleeved dresses;  Adwoa wears a frilly-hemmed, midi-length broderie anglaise dress while Kesewa’s dress is black with floral detailing. In all the videos above, we see Simone Rocha’s trademark accessories; there are pearl earrings and barrettes, bows, glittering headbands and her dangly flower-shaped plastic earrings and hair slides.

Stay tuned on IMAGE.ie for more details as we have them.

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

Photography by H&M.

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