Stop whatever it is you are doing and set a reminder for March 11.
For that is the day which H&M has confirmed its next splashy designer collaboration will drop.
And this year’s haute-meets-high street headliner is the brilliant Central St Martins alumni Simone Rocha.
The Irish designer follows as the latest in a list of incredibly successful H&M designer collaborations that includes Karl Lagerfeld’s sell-out 2004 collection and Stella Mccartney’s in 2005 through to Versace in 2011, Balmain in 2015 and Erdem in 2017. The most recent launched back in autumn 2020, with Susie Cave’s gothic dress label Vampire’s Wife.
“As a designer, and as a customer, I’ve been such a fan of the H&M collaboration concept,” said Rocha in a statement. “Margiela, Alber Elbaz, Comme des Garcons – it’s such an amazing list of alumni to be a part of.”
Simone Rocha, the daughter of designer John Rocha, is a regular fixture on the London Fashion Week schedule. Her eponymous label, which this year celebrates a decade in business, is famous for making geeeky-but-girly voluminous silk, tulle and taffeta dresses with pearly accents in a palette of cream, black and pink.
Rocha has a distinct, subversive take on femininity that will translate well into H&M product. Plus she’s also genius at designing dinky accessories, with floral-inspired beaded jewellery, baroque faux-pearl drop earrings and tiara-like headbands her strong suit.
Alongside womenswear, Rocha has also created collections of menswear and childrenswear, marking the first time she has offered a wardrobe for the entire family.
Each of these will comprise a full wardrobe; special occasionwear, knits, shirting, coats and trench coats, casual t-shirts and her brilliant accessories. “If I was going to share my brand identity and signatures, I wanted to do it for everyone,” Rocha told Vogue.
The collection, which will launch on March 11 2021, is for now very much under wraps, however H&M confirms that we can expect “glimmers of Tudor courtiers, of wild florals, of portraits and photographs, of dolls and playthings. There is tartan, beading, florals, pinks, reds, and bespoke fabrications, developed in house, especially for this collaboration."
The handful of campaign images the Swedish retailer has released by way of a teaser suggest at a deliciously detailed affair. From Daisy Edgar-Jones in a white puff-sleeve shirt with black lace and pearl detail and black beaded hair bows, to pearl-encrusted trench coats and Adwoah Aboah in a white puff sleeve midi, again with beaded hair decorations.
To design the capsule, Rocha spent time looking back through the brand archives, from her first pearly neoprene collection for spring/summer 2014, to the kimono-heavy SS16 collection she produced for her first London Fashion week show back in February 2016. “It truly is a celebration of the signatures of my brand, and the influences that have shaped me,” said Rocha.
Honestly, we can’t wait.