A first for fashion, Simone Rocha and H&M turns to her love for art to bring to life their star-studded cast and dreamy collection with an AR pop-up storybook.
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The new normal left the fashion industry at the whims of creativity to present lines and runway shows in a digital format. That’s why for her first and latest collaboration with H&M, London-based Irish fashion designer Simone Rocha gets imaginative in the most artistic manner by opting to create a whole fashion pop-up storybook with the use of augmented reality (AR).
Instead of having to physically go to the show or simply watching a runway on film, with just a scan of a QR code, Rocha’s fashion narrative beautifully unfolds right in front of your eyes.
Opening up the limited-edition book, all the timeless styles of elegant frocks, pearl embellishments, trench coats, tulle dresses, and puff sleeves pop up. And with the additional AR experience, with each page scanned it feels like one of our classic fairytales came alive – a dream come true for every fashion child indeed.
Giving us our nostalgic fulfillment, the line with a duality of rebelliousness and romance includes pieces for women, men, and even children. Helena Bonham Carter, Paloma Elsesser, Kaia Gerber, Francesca Hayward, Omari Douglas, and Djenaba also appear in miniature form to model the line against British painters Faye Wei Wei’s whimsical backdrops.
“This year has required us all to think about things afresh and find new ways of 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 meeting for with family, friends and loved, and I hope this digital event speak to that provided thought-provoking moment of art, beauty celebration, and happiness,” says Rocha.
An exciting and much-awaited collaboration, they successfully created a line that embodies Simone Rocha’s brand identity that ultimately inspires us to continue to love dressing up no matter what the situation.
The Simone Rocha x H&M collection launches in H&M Greenbelt 4 and on hm.com on March 11.
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