Dropping on March 11, sustainability is said to be a key factor for the collection. Rocha told Vogue US that, coming from a much smaller brand, H&M's footprint was a big consideration, and that together they were able to source organic cotton, recycled polyester and a new compostable yarn.
The Irish designer's attention to detail is applauded by Adwoa Aboah in the announcement's accompanying backstage videos. She models the collection alongside her younger sister Keswa and other 'Rocha girls' Tess McMillan and Daisy Edgar-Jones (from the hit BBC show Normal People).
Michael Ward (Top Boy and Small Axe) is also said to be making an appearance in the Tyler Mitchell-shot video campaign, which is yet to air. Which brings us to our next big news: Simone Rocha x H&M will also include menswear, and kids clothes alongside womenswear. A first for the designer brand.
We're keen to see what Rocha has in store for the men's line, and can already see the kidswear being a huge hit. Her beaded headbands, pearl hair slides and bubble-hem dresses are adorable already, but throw a mini-me option into the mix and you've got an instant sell-out situation.
Scandi store H&M changed fashion history when it first debuted its now-iconic designer collaborations back in 2004. Its initial collections with the likes of Karl Lagerfeld, Stella McCartney, Roberto Cavalli and Commes des Garçons democratised fashion, allowing customers on a high street budget to buy a little bit of luxury.
Recent collaborations have proved similarly successful, with The Vampire's Wife, Giambattista Valli and Moschino all flying off the shelves, all using house signatures to create instantly recognisable clothing, shoes and accessories.
Rocha, however, appears to have taken this idea one step further for her collaboration with H&M. Together, they've worked to create a collection that encapsulates the London-based label's 10-year history, dipping into the brand's archives to re-visit some of our favourite pieces. Naturally, we couldn't be more excited about it (and so will anyone whose tried and failed to get their hands on one of the brand's perspex-heeled Mary Jane's or OG de-constructed trenches on Vestiaire).
The Central Saint Martins and Fashion East graduate is revered for her refreshing approach to design. And, yes, the word 'refreshing' is thrown around a lot – but with Rocha it really is: unabashedly feminine and formal, but decidedly unsexy (bodycon dresses, be gone), delightfully old fashioned but always modern, thanks to her weird and wonderful techniques. (She basically invented the asymmetry trend of SS17; and those leather wellies you're seeing everywhere now? Simone's been there, done that.)
What can we expect from the H&M x Simone Rocha collection?
If you were wondering what the collection will look like, it's not hard to envisage. Simone Rocha's house codes are strong, which is no mean feat for such a young brand: neo-classical references, puffed sleeves and babydoll silhouettes, Lurex tweed, Broderie Anglaise, organza and cloqué fabrics, lots of embroidery, beading and even more baroque pearls.
And, of course, while previous designer collaborations saw queues snaking down Oxford Street (and a few unhappy campers, no doubt), things will look a little different for this collection – especially if a full lockdown continues. If the hysteria of past drops are anything to go by, you'll need to have your debit cards at the ready on the big day, because things tend to go from as early as 9am.
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