“I hope that the items in this collection will be worn and treasured for years to come. They were all informed by ideas and inspirations that have shaped me and my brand over the last 10 years, and I am so excited to see them worn out-and-about and interpreted and styled in new ways.”
“Simone has such a unique and special aesthetic. Season on season, she defines her identity. This feels like the perfect collection for this moment; a dynamic proposition from a female designer with such a clear sense of who she is, and what she wants to say. It is a joyful collection, that will hopefully enliven spirits and inspire.”
Ann-Sofie Johansson, H&M
This is a full wardrobe, for the family; the first time Rocha has offered menswear and childrenswear, alongside her signature womenswear. For women, there are tulle dresses in pinks, tartan and classic black. There is a special fil coupe floral dress, with full puff sleeves, and day dresses in organic cotton with broderie anglaise detailing. For outerwear, there are classic trenches, and, as is signature in Rocha’s collection, a special pink coat, here in sparkling tweed. Apron tops and dresses in tulle can be layered over other items; from slim dresses, to check trousers and short cloque dresses. There are cosy bubble knits, and wool cardigans with pearl decorations around the neck. Everywhere, there are classic Rocha elements; special tinsels, sparkling embellishments, floral motifs, frills and spherical cut-outs and full skirts blooming from neat waists. This is a rounded collection; for every day, there are spongy hoodies and joggers, and jersey t-shirts embellished with pearls. The majority of the women`s collection will be available in sizes EU 34 to 44/46.
For Rocha’s menswear debut, there are riffs on her classics; a reworked trench, with pearl embellishments on the collar, a rounded summer parka, Aran knits and cardigans, classic wool suiting and a vibrant checked blazer with matching drawstring trousers. There are shirting, hoodies and t-shirts in colour pallets of white, pink and black as well as some printed with photographs by Jacob Lillis, a long-term collaborator of Rocha’s. The majority of the men`s collection will be available in sizes EU 46 to 52/54.
Rocha has long played with scale and silhouette; and Rochas’ first ever childrenswear collection includes miniaturised versions of some of her classics, including smocks and frill dresses. There are Aran knit jumpers, cosy cardigans with pearl shaped-buttons, soft joggers and sweatshirts, and a button-through puffer, in pink floral, crafted from recycled polyester. The tartan that runs through the collection reappears on tiny dungarees. The childrenswear collection will be available in sizes 98/104,110/116 and 122/128.
For accessories, there are twists on Rocha’s footwear staples; brogues with pearl-shaped embellishments, alongside feather decorated ballerinas and slides. There are numerous sparkling choices for adorning hair and ears; beaded-bow earrings and matching tiaras, earrings decorated with real glass bead flowers and hairslides, and sets of oversized bow hairclips. Also available are neoprene totes with bow details on the straps and various coordinating socks to match the collection.
The Simone Rocha x H&M lookbook features dynamic new faces alongside models who have become a part of Rocha’s community, appearing regularly in her catwalk shows; Jess Maybury, Bimpe, Jan Baiboon, Tess McMillan, Aramish Mangi, Jeremiah Berko Fordjour and Jethro Sapon. They were photographed in London by Ben Toms, with styling by Robbie Spencer, another long-term collaborator of Rocha’s, who works with her each season on her catwalk shows. The styling nods to the adored layered nature of Rocha’s shows, and highlights the myriad ways that garments in the collection can be mixed and matched together. Make-up was provided by Thomas De Kluyver and hair was styled by Cyndia Harvey.
The Simone Rocha x H&M collection launches 11 March and will be available at hm.com and in selected stores on March 11.