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
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.
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.