Fashion

Scream: Simone Rocha x H&M

And, as ever, there are pearls

15.01.2021

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It seems only fitting that on the 10th anniversary of her eponymous brand, that industry darling Simone Rocha will collaborate with H&M, joining the likes of Versace and Balmain.

"As a designer, and as a customer, I've been such a fan of the H&M collaboration concept. Margiela, Alber Elbaz, Comme des Garçons – it's such an amazing list of alumni to be a part of," says Simone Rocha, who decided that her capsule will be a tribute to her bestselling archive pieces. She continues, "It truly is a celebration of the signatures of my brand, and the influences that have shaped me".

“For some this will 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”

Simone Rocha

What to expect? New fangled versions of the Irish designer's romantic classics. Think marvellous evening gowns, embroidered white shirts and her famed accessories; pearl brooches baroque barrettes and headbands. Other highlights include floral dresses, classical trenches, tartan tailoring, cable knits and pearl-embellished shoes. And in case she hadn't taken on enough, for the first time, Rocha will be designing mens and childrenswear too.

“For some this will 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," explains the designer. “Maybe they will be able to buy a version of a piece that they missed the first time. Or access a new, timeless piece to mix in with their existing items from past runway collections".

Simone Rocha joins a long list of designers who've collaborated with the high street giant. Karl Lagerfeld, Balmain, Versace, Isabel Marant, Giambattista Valli collections had shoppers snaking round the block, with reports of record sell outs and eye-watering resale prices. Ahem, remember when the Balmain x H&M shopping bag sold on ebay for 100 pounds? According to the American luxury resale platform The Real Real, on average, pieces from H&M collaborations sell 22% faster than pieces from brands own designs. Last year's collection with cult dress brand The Vampires Wife also coincided with COVID, but that didn't stop its success, with the majority selling out in a matter of hours.

The Simon Rocha x H&M collection launches online on March 11

Images | H&M

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