H&M

Swedish fashion retailer H&M’s designer tie-ups, from Versace to Marni and The Vampire’s Wife, have more often than not garnered plenty of excitement.

Now, it’s tapped London-based Irish designer Simone Rocha for a romantic new collection that’s set to launch globally on March 11, 2021. The London-based fashion designer is known for her feminine and glamorous designs that often border on bucolic. And she’s now bringing her aesthetic to H&M’s stores. You can expect plenty of tartans, bows, beads, florals, pinks, reds, and bespoke fabrications, all created in-house and especially for this collab.

Image credit: H&M

It’s also the first time that Rocha has offered menswear and kidswear, apart from womenswear. In each category, you’ll find a full wardrobe sporting stylish occasionwear like tulle dresses and tailored pieces, knits, shirting, outerwear such as trenches as well as casual T-shirts. There are also accessories, including Rocha’s signature sparkling jewellery and pearl-embellished footwear.

Image credit: H&M

For this series, Rocha delved into the brand’s archive and key collections, taking signature looks on a fresh spin. She has also infused it with elements that nod to her personal inter-ethnic heritage — Ireland and Hong Kong — as well as inspirations that have shaped the brand, from traditions and crafts of Hong Kong to art history icons.

Image credit: H&M

At the same time, the collection also celebrates Simone Rocha’s 10th anniversary.

“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, ” says Simone Rocha. “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.”

Image credit: H&M

Creative Advisor of H&M, Ann-Sofie Johansson shares, “Simone Rocha has been on the H&M wish-list for some time. This collaboration offers a new audience the chance to own a very special piece of design history. All of us at H&M have been so inspired to work with a female designer who spends so much time thinking about contemporary femininity, and womanhood, and who is so committed to excellence in craft and design, from the process of developing special fabrications, to pushing silhouettes, shapes, and embellishments. Every garment within this collection is unique, special and the result of years of work and meticulous research.”

Visit H&M’s website for more.