High-Street

The epic Simone Rocha x H&M collection is FINALLY here (but you'll need to be quick!)

It's going to be an instant sell-out.

11 March 2021

Image may contain Clothing Apparel Dress Human Person Wedding Fashion Wedding Gown Gown and Robe

We hope you've been limbering up, because one of the biggest days in any fashion fan's calendar is finally here.

No, we're not talking about the Met Gala. We're not talking about the Oscars. We're not even talking about the Fashion Awards or a Royal wedding. The event that encourages even more sartorial excitement than any of those major occasions is, of course, the launch of the latest H&M designer collaboration.

Always an annual highlight, the high street stalwart's designer collabs are eagerly-anticipated by millions of savvy shoppers worldwide, and its latest partnership certainly doesn't disappoint.

Teaming up with none other than fashion favourite Simone Rocha, it seems 2021 really is looking up.

Here's everything you need to know...

H&M's previous designer collaborations?

H&M started their designer collaborations back in 2004 with a Karl Lagerfeld collection, before launching subsequent lines with: Stella McCartney (2005), Viktor & Rolf (2006), Roberto Cavalli (2007), Comme des Garcons (2008), Matthew Williamson (2009), Jimmy Choo (2009), Sonia Rykiel (2010), Lanvin (2010), Versace (2011), Marni (2012), Maison Martin Margiela (2013), Isabel Marant (2013), Alexander Wang (2014), Balmain (2015), Kenzo (2016), Erdem (2017), Moschino (2018), Giambattista Valli (2020) and The Vampire's Wife (2020).

Who is Simone Rocha?

A seasonal highlight at London Fashion Week, Simone Rocha is one of the industry's most exceptional (relatively) new names. The daughter of fashion designer John Rocha, Simone trained at The National College of Art and Design in Dublin and at Central Saint Martins in London before launching her graduate collection in 2010 at the Tate Modern during London Fashion Week.

In 2016 she was named Womenswear Designer of the Year at the British Fashion Awards, and her clothes are loved and worn by the likes of Kate Middleton, Michelle Obama, Keira Knightley, Alexa Chung, Adwoa Aboah and Rihanna.

What does the collection look like?

Simone's designs are instantly recognisable, with rich and complex design details setting them apart from the rest of the industry's penchant for all things stripped back.

This collection not only caters to women, but also includes pieces for the menswear and childrenswear markets. It has been created via a deep dive into the designer's 10-year archive, with inspiration being drawn from the most iconic pieces that truly reflect and represent her house codes.

You can expect to be tempted by lots of sheer fabrics, layering, beading, pearl embellishment and some seriously epic punchy checks.

Is there a campaign?

The official campaign film and images for the upcoming Simone Rocha x H&M collection have just dropped; they were shot by Tyler Mitchell in his signature optimistic style.

According to the brand, the campaign 'invites people to step into the Simone Rocha x H&M world, and experience the feeling of community, strong femininity and closeness that underpins the collection'.

The campaign is a story about friendship, joy and inclusivity – and an ode to moments of openness and congregation, which we could all do with RN. "It is a hopeful message about the joy that will come when we can meet again, and come together to dine, relax, laugh, dance, exchange and share," says H&M.

Actors Daisy Edgar-Jones and Micheal Ward appear alongside Royal Ballet Principal Dancer Francesca Hayward, the artist Faye Wei Wei, models Mouchette Bell and Aramish Mangi, and musician Kelsey Lu – who also provides the beautiful soundtrack for the campaign film. Model Tess McMillan and sisters, Adwoa Aboah and Kesewa Aboah, also star in the ethereal campaign.

When can we shop Simone Rocha x H&M?

The collection took a little longer than either party expected due to restrictions caused by the pandemic, but it finally launched globally online at 8am TODAY.