Simone Rocha and H&M Celebrate Their Worldwide Launch With an AR Experience
The much-anticipated collaboration between Irish-Cantonese designer Simone Rocha and H&M launched globally today. Celebrities like Helena Bonham Carter and Kaia Gerber among others donned the collection of pearl-and ribbon-strewn pieces in an AR campaign. The diverse cast is a reflection of the broad range of individuals who enjoy Rocha's work, which has always been celebrated for its voluminous shapes and girly-punk aesthetic.
“This year has required us all to think about things afresh and find new ways of working and congregating. I am thrilled to be able to celebrate my collaboration with H&M in such an innovative way, using the best AR technology to bring such an amazing cast of figures right into people’s homes. I always wanted this collection to conjure excitement for dressing up, and for meeting with family, friends and loved ones, and I hope this digital event speaks to that, providing a thought-provoking moment of art, beauty, celebration and happiness.” says Simone Rocha.
The cast was then shrunk and placed into an AR landscape of dreamy drawings by celebrated British painter Faye Wei Wei. The paintings were recreated as pop up cards as part of the physical invites sent to house friends and editors.
“This is one of the most innovative collection events we have ever created here at H&M. What a thrill to work on fashion’s first-ever pop-up book AR experience, and with such an incredible, and broad, range of talents. The collection truly comes to life with the help of AR, and it’s wonderful to see so many of Simone’s passions and inspirations—from art, to family, craft and music—come together in one incredible project. It’s a very new take on a fashion party or runway show!” says Ann-Sofie Johansson, H&M.
The Simone Rocha x H&M collection, featuring womenswear, menswear and childrenswear will be available at hm.com and select H&M flagship stores starting March 11.