Launching an innovative AR experience, Rocha and H&M are back after the dreamy campaign featuring Adwoa and Kesewa Aboah. Moreover, this new launch will see the likes of Paloma Elsesser, Helena Bonham-Carter, and Kaia Gerber digitally model the clothes.
Not being able to host a physical celebration in honor of the launch, Rocha roped in British artist Faye Wei Wei to paint five pieces to serve as backdrops for the starry cast of characters. These characters are all set to spring to life from the pages of a digital book through QR codes.
Ballet dancer Francesca Hayward and It’s a Sin star Omari Douglas are going to be a part of the AR experience. Douglas exclaimed that the digital book “really encapsulates Simone’s world – it feels playful, magical, and a little bit whimsical. All these pearls everywhere – it feels like opening up a beautiful dressing up box somewhere.”
“This year has required us all to think about things afresh and find new ways of working and congregating,” stated Rocha, “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.”
“This is one of the most innovative collection events we have ever created here at H&M. What a thrill to work on fashion’s first-ever pop-up book AR experience,” added Ann-Sofie Johansson, Creative Advisor at H&M.
The collection will also comprise menswear and childrenswear alongside womenswear which is a first for the Fashion East alum, apart from being filled with Rocha’s signature frothy and whimsical DNA.
After launching its first designer collaboration in 2004, H&M has worked with leading industry names such as Vampire’s Wife, Stella McCartney, and Karl Lagerfeld among many others.
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