H&M’s designer collaborations provide a space where the high-end and the high street live in perfect harmony. With previous collections featuring the likes of Moschino, Versace and Erdem, the coveted capsules are renowned for selling out in a matter of hours online and attracting thousands of frugal fashion addicts to queue outside from dawn to get their hands on the must-haves (before lockdown of course).
For their latest collaboration, H&M have tapped London Fashion Week style staple and queen of cutesy-cool Simone Rocha, and who better to break the news than two of London’s hottest It-girls, Daisy Edgar-Jones and Kesewa Aboah (both of whom made it to top 10 in Tatler’s 100 Most Eligible Girls last year). 'I feel like her clothes are made for everyone and I think more fashion should be like that,' said Edgar-Jones in a teaser video for the upcoming release, 'You always feel great when you’re in them,' adds Aboah.
Although Simone Rocha fans will have to wait until 11 March for the line to drop, you can certainly expect the preppy-meets-punk savoir-faire of the much loved designer with romantic florals, heritage tartans, tudor ruffs and, of course, exceptional beaded embellishments.
In a series of firsts, the collaboration is the inaugural collection with an Irish designer as well as the first time Simone Rocha has catered to men, women and children, so no one has to miss out on the action. It also coincides with the ten year anniversary of Rocha’s label, so even more reason to celebrate.
Simone Rocha said, 'I am so thrilled to be working with H&M on this very special collection. It truly is a celebration of the signatures of my brand, and the influences that have shaped me. As a designer, and as a customer, I’ve been such a fan of the H&M collaboration concept. Margiela, Alber Elbaz, Comme des Garcons – it’s such an amazing list of alumni to be a part of.'
