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Simone Rocha x H&M comes to life in augmented reality

The collection is showcased in a pop-up book featuring the work of Faye Wei Wei.

Simone Rocha x H&M has been brought to life in an imaginative new digital experience featuring the artwork of Faye Wei Wei.

Instead of an in-person event in celebration of the much-anticipated collaboration, Simone Rocha and H&M opted for a digital celebration in the form of a pop-up book AR experience, which was sent to a chosen few this week.

A limited-edition book activates the digital experience, created in collaboration with the celebrated British painter Faye Wei Wei. Five paintings of Wei Wei’s appeared within the book as a backdrop to the cast, who model the upcoming collection.

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Amongst the cast are actors, dancers, musicians and models, Helena Bonham Carter, Barry Keoghan, Francesca Hayward, Kaia Gerber, Rowan Blanchard, Paloma Elsesser, Kelsey Lu, sisters Laila and Nadia Gohar, Omari Douglas, Djenaba, Jess Maybury, Nancy Andersen, Lily Ashley and Hugo Hamlet of Voo Le Voo, William De Val Darby, and Faye Wei Wei.

As we remain in lockdown, the pop-up book is an innovative, creative and fresh way of showcasing the collection, offering fans a chance to ‘mix with virtual guests and reflect on the beautiful garments and accessories within the collection, all from the safety of home.’

Speaking about the campaign, Rocha says, ‘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.’

Simone Rocha x H&M is available exclusively online from March 11.

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