We cannot believe it, Sold Out! Simone Rocha x H&M 2021 Menswear Collection
From 2/3 of the collection is sold out 15 minutes after it went online. It’s would out before I have the chance to select the size. They only have tie, socks and basic sweaters left. I’m actually surprise because Simone is not really a “hype” designer. I thought it’s gonna be another Vampire Wife or Pringle of Scotland collab because those pieces still available for weeks after the release day.
For the first time, the Simone Rocha universe is opened up and extended to everyone. Meet the London-based Irish designer and get a glimpse of what this year’s collaboration will bring.
History and heritage. Details and fabrications. Family and community. The many facets of womanhood. For fashion designer Simone Rocha, born in Dublin in 1986, her work and collections are a tribute to what she holds dear.
She began her career as part of the talent hub Fashion East, where her take on modern beauty won praise as she reclaimed “girlish” elements — florals, embellishments, collars, pearls — in a nuanced manner. Since debuting at London Fashion Week in 2010, she has become internationally renowned for her intricate and meticulously researched collections, always with a nod to her own heritage: Ireland and Hong Kong.
In creating the collection for H&M, Rocha spent time reflecting on and revisiting her brand’s archive, combing her past collections and carefully reworking beloved pieces into unexpected new designs that feel right for now.
“To be honest, it was really emotional going through all the pieces — it was a wonderful chance to reflect on seasons I was especially proud of and revisit collections that felt like milestones, and little gems of ideas that we maybe didn’t push as far as we wanted to the first time around. The archive is so important to the way I work as a designer, anyway. We are not a brand that abandons ideas each season — we often look back at past propositions or continue to evolve a silhouette or shape.”says Rocha
The Simone Rocha x H&M collection includes her signature womenswear alongside menswear and kidswear, marking the first time she has offered a wardrobe for the whole family.
All the garments are designed to be in conversation with each other. So, what to expect from this year’s awaited collaboration?
The entire range comes in Simone Rocha’s identifiable and poetic color palette that mixes cream, pink, red and black.
Delicate tulle dresses, tartan tailoring, beaded shirting, cable knits, outerwear such as trench coats, and signature accessories like sparkling jewelry and pearl-embellished shoes.
“My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while.”
“Through H&M, they will be able to access a new, timeless, special piece to mix in with their existing items from past runway collections.”
“I really hope there is something for everyone — every woman, every guy, the whole family,” says Rocha.
Family is of utmost importance to Rocha, as well as her community of friends and collaborators.
Therefore, the Simone Rocha x H&M story is brought to life by the people who surround and inspire her: stylist, collaborator and close friend Robbie Spencer, model and friend Tess McMillan, the sisters Adwoa and Kesewa Aboah, and activist, artist and acclaimed actress Daisy Edgar-Jones, to name a few.
Rocha’s items are more costly to produce – therefore H&M doesn’t want to sell many.
“Any time that I’m on set with Simone, or behind the scenes at a show, you just feel this certain warmth — there’s never any stress, and you can tell that she fills her work space with people who really inspire her in her everyday life, and that’s what brings this certain sense of community, and certain sense of ease.” Continue saying McMillan.
“I always just feel so comfortable, because you are surrounded by people who are just really fun to be around. I have worked with her for four seasons now, and every time I’m just so excited to see everyone — to see the designers, the stylist, all the people who help me get dressed, it’s the same faces. It’s a really, really amazing community, truly. And I always look forward to laughing and catching up,” says McMillan.
The Simone Rocha x H&M collection launches 11 March.