From its first designer collaboration with the inimitable Karl Lagerfeld in 2004, H&M has welcomed a stream of high-fashion names through its high-street doors, creating collections with the likes of Kenzo, Erdem, Moschino’s Jeremy Scott and couture darling Giambattista Valli. Only getting better with every year, these collections have become beloved for the way they democratise pieces by some of the biggest names in fashion, allowing everyone to buy into the designers they love.
Now, for its 2021 iteration, H&M has teamed up with none other than Simone Rocha — the lauded, Irish designer whose London-based brand reached a milestone 10 years in business this year. Celebrating Simone Rocha’s signature whimsy, the collection brings the silhouettes, embellishments, shapes and influences that have, for so long, defined the Simone Rocha brand, lending contemporary twists to classic looks and paying homage to a label that has always marched to the beat of its own drum.
In creating the H&M collection, Rocha dipped into her archives to consider how she could rework elements of her past into pieces for a new audience. The result runs the full gamut of styles from special-occasion looks to more casual pieces and even includes menswear and childrenswear alongside the women’s offering — marking the first time the brand has created options for the whole family.
And while the designs are distinctly Simone Rocha in style — think tartan details, elements of tulle, beading, florals and of course the classic pink-red combination that has become so associated with the brand — they are also inherently wearable and are sure to give our everyday ensembles a much-needed spruce-up.
This collection is available exclusively at H&M Commercial Bay from the 11th of March in strictly limited quantities, styles and sizes.