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The Simone Rocha x H&M collection has been one of the mass retailer’s most anticipated high-end collaborations for some time. In recent years Rocha has gained cult following due to her sculptural silhouettes and her decidedly contemporary interpretation of centuries-old European aesthetics – but for many, the price of the designer’s label of the same name has made her coveted pieces unattainable until now. (The collection also marks Rocha’s first foray into menswear, which means that her designs are suitable for a larger number of long-admired fans than ever before.) To bring the collection to life, Rocha hired famous photographer Tyler Mitchell to film a campaign with people Rocha admires at the centuries-old Great Dixter House in Sussex. The goal, says Rocha, was “to explore the natural relationships between friends, nature, family and femininity”. The resulting photos and videos offer a whimsical escape into the British countryside. Normal People’s Daisy Edgar-Jones, activist and model Adwoa Aboah (as well as her sister, artist and model Kesewa Aboah), famous ballerina Francesca Hayward and other lights serve as guides.
“Simone’s whole world is really beautiful and I would love to live in her aesthetic all the time,” enthused Edgar-Jones, who added that she was “incredibly pleased” to be accepted.
The Simone Rocha x The H&M collection, which includes women’s, men’s and children’s clothing, will be released on March 11th on hm.com. In the meantime, enjoy the feel-good vibe of the campaign by watching the full movie above and checking out the pictures below.