H&M announces collaboration with Simone Rocha

Swedish fashion giant H&M has teamed up with London-based Irish designer Simone Rocha.

Titled Simone Rocha x H&M the capsule celebrates the designer's eponymous label's 10 year anniversary and comprises of Rocha's signature womenswear alongside menswear and kidswear. With a colour palette that mixes cream, pink, red and black all of the pieces are designed to be in conversation with each other and serves as a wardrobe for the whole family.

'To be honest, it was really emotional going through all the pieces - it was a wonderful chance to reflect on seasons I was especially proud of, and to revisit collections that felt like milestones, and little gems of ideas that we maybe didn't push as far as we wanted to the first-time round. The archive is so important to the way I work as a designer anyway. We are not a brand that abandons ideas each season - we often look back on past propositions or continue to evolve a silhouette, or shape,' said Rocha in a press release.

'My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while. Maybe they will be able to buy a version of a piece that they missed the first time, or a piece they always wanted but didn't get. Through H&M, they will be able to access a new, timeless, special piece to mix in with their existing items from past runway collections. I really hope there is something for everyone - every woman, every guy, the whole family,' she added.

To accompany the launch of the capsule a campaign featuring model Tess McMillan, sisters Adwoa and Kesewa Aboah, actress Daisy Edgar-Jones and stylist Robbie Spencer will be released.

The Simone Rocha x H&M collaboration will be available to shop in-store and online on March 11.

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