H&M presents the collection created with the designer Simone Rocha

Pearls and laces, between patches of pink and white fabrics that are articulated in voluminous ruffles. The collaboration between Simone Rocha is H&M promises to be charged with romance and a delicate femininity, imbued with a retro aesthetic linked to the influence of the historical costume but at the same time suitable for a contemporaneity increasingly aware of what it wears. Joining the illustrious kermesse of creative partners of the Swedish giant, Simone Rocha follows to fashion monsters such as Maison Margiela, Versace is Comme des Garçons, also becoming the first Irish designer to work with the famous brand. With three lines dedicated respectively towomen’s clothing, to that male it’s at baby clothes, the collection is a chain of puff-sleeved dresses, anglaise broderie and headbands with glass bead sculptures, a dreamlike and suggestive cosmos that creates a niche of beauty and pure art in our wardrobe.

Fashion according to H&M and Simone Rocha

The second fashion Simone Rocha it is a re-education on fabric of the surrounding environment, an artistic expansion of contemporary taste that identifies with a dress. The intent is to unite the threads of inspiration in the weave of practicality, modeling a clothing that knows how to be versatile without giving up poetic momentum. The brand identity is strong and rooted in a female idealism is feminist: it is the claim of an individual power that resides in delicacy, uniqueness and total freedom of expression. For H&M, the designer draws on her cultural baggage and her archival creations, one wunderkammer of references and finds.

Adwoa and Kesewa Aboah in the Simone Rocha x H&M campaign.

© Courtesy H&M

There is theHong Kong handicrafts which is used to translate the vivid colors of Flemish art onto cotton. The silhouettes Tudor, from crust collars to wide puffed or gigot sleeves, they renounce the solemnity of brocade to experience the lightness of tulle, while the seersucker tartan or sartorial fabrics, loaned by Anne Bolyen autumn-winter 2014 collection, are modeled on the memories of dolls’ clothes, with wide skirts and voluminous shoulders, proposing a new ideal of punk. Then there is Ireland in the wild immensity of its landscapes, from the foam of the Aran coasts that are encrusted with pearls in the accessories to the shades of the restless sky, which never has a fixed hue, halfway between white, ‘blue and an omnipresent rosé.

“I am so excited to be working with H&M on this special collection. It is truly a celebration of the hallmarks of my brand and the influences that have shaped me. As a designer, and as a client, I have been a huge fan of H & M’s collaborations with designers. Margiela, Alber Elbaz, Comme des Garçons: it’s an incredible list of alumni to be part of “, the words of Simone Rocha.

Tess McMillan.

© Courtesy H&M

The second fashion H&M instead it has an important component familiar, linked to the principle of shared clothing that can give carefree, a wardrobe for three that is condensed in the moments spent together. The fundamental contribution of the brand is therefore to instill a consistent load of practicality: the layered scaffolding of Rocha’s clothes is lightened by superfluous elements, leaving the essential to movement and freedom, with soft cuts that accompany the movements, enveloping fabrics and sensations of comfort that offer moments of 360 ° perception.

Ann-Sofie Johansson, H&M creative advisor, says “Simone Rocha has long been on H & M’s wish list. This capsule offers a wider audience the opportunity to own a very special garment in the history of design. All of us at H&M have been so stimulated to work with a designer who reflects a lot on contemporary femininity and is equally committed to the excellence of the finished product, starting from the design of every single detail, up to the use of particular fabrics, shapes and decorations. . Each garment of this collection is unique, special and is the result of years of work and meticulous research “.

Daisy Edgar-Jones poses for the Simone Rocha x H&M campaign.

© Courtesy H&M

Celebrating the 10th anniversary of an independent maison that from Dublin to London then left to conquer the rest of the world, the collection Simone Rocha x H&M will be available online and in selected stores starting fromMarch 11th, inviting us to participate in a vision of the world at times fairytale, at times deeply realistic, but always and in any case beautiful.

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