The campaign shot by Tyler Mitchell stars Daisy Edgar-Jones, Micheal Ward, Francesca Hayward, Kelsey Lu and Adwoa Aboah.
International fashion designer Simone Rocha has collaborated with H&M on a collection inspired by all the things we have been nostalgic for over the past year and a bit, the ability to be together again, to dine, relax, laugh, dance, exchange and share.
The Simone Rocha x H&M collection features womenswear, menswear and childrenswear. Simone Rocha and H&M recently released the official campaign film and images for the upcoming Simone Rocha x H&M collection, which was shot by Tyler Mitchell at the historic Great Dixter house and gardens in Northiam, East Sussex, England.
“I wanted the campaign to capture the spirit and community of the cast as well as the collection itself. Asking Tyler and all the inspiring individuals featured to explore the natural relationships between friends, nature, family, and femininity. Creating something natural, playful, and poetic set in the beautiful Great Dixter,” says Simone Rocha.
The campaign invites people to step into the Simone Rocha x H&M world and experience the feeling of community, strong femininity and closeness that defines the collection. As you are drawn in you see that the campaign tells a story about friendship, joy and inclusivity. Essentially an ode to moments of openness and congregation.
“I think Simone Rocha is the perfect designer to offer this collection in this moment, and the individuals in this campaign really capture her open, vibrant vision of fashion and beauty. Simone understands the power of clothing for dreaming but creates collections that feels very down-to-earth, very aware of the realities of people’s lives. I hope this collection and campaign will offer a moment’s escapism, but also conjure happy memories, and a sense of hope for when we can all be close again,” says Ann-Sofie Johansson of H&M.
The Simone Rocha x H&M collection will be available at the Sandton City and V&A Waterfront stores on 11 March at 8 am.
