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Kaia Gerber And Helena Bonham-Carter Star In Simone Rocha x H&M’s AR Pop-Up Book

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Fashion

Kaia Gerber And Helena Bonham-Carter Star In Simone Rocha x H&M’s AR Pop-Up Book

The digital celebration, featuring a diverse cast of talented characters and delightful paintings by British painter Faye Wei Wei is the first of its kind

by Shermin Ng  /   March 11, 2021
Simone Rocha x H&M AR

Photo: Courtesy

The hotly-anticipated designer collaboration between Simone Rocha and H&M is finally here, and it’s safe to say that the stakes are high.

Unlike previous designer collaborations, things are a little different this time around with a digital queue put in place, but Rocha and H&M are determined to make the shopping experience fun while honouring their collaborative collection “in an imaginative, pioneering and artful manner”—via an immersive Augmented Reality (AR) pop-up book, that is.

Related article: Inside The New Simone Rocha x H&M Collab

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Created in collaboration with celebrated British painter Faye Wei Wei—who also stars in the campaign—the digital celebration is the first of its kind, and sees a diverse cast of talented characters—including Helena Bonham Carter, Kaia Gerber, and Paloma Elsesser—spring to life in miniature against the delightful paintings by Wei Wei, each embedded with a QR code that can be scanned to activate the AR experience.

“This year has required us all to think about things afresh and find new ways of working and 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 for meeting with family, friends and loved ones, and I hope this digital event speaks to that, providing a thought-provoking moment of art, beauty, celebration and happiness,” says Rocha.

Related article: Exclusive: Simone Rocha Is The Latest Designer To Collaborate With H&M

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A post shared by H&M (@hm)

This epic drop—which broke the internet in China moments after it was released—is set to be an instant sell-out here as well.

The Simone Rocha x H&M collection launches on hm.com and H&M Orchard Building on March 11.

Related article: Japan’s Hottest Girl Group NiziU Debuts First Fashion Collab With H&M

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https://www.harpersbazaar.com.sg/gallery/kaia-gerber-helena-bonham-carter-simone-rocha-hm-ar-experience/
Kaia Gerber And Helena Bonham-Carter Star In Simone Rocha x H&M's AR Pop-Up Book
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  • TAGS:
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  • H&M
  • H&M Designer Collaboration
  • Simone Rocha
  • Simone Rocha x H&M
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MCI (P) 031/12/2022. Published by SPH Media Limited, Co. Regn. No. 202120748H. Copyright © 2023 SPH Media Limited. All rights reserved.