Earlier this year, H&M announced the exciting news that it was collaborating with the formidable designer Simone Rocha and, as expected, the collection was an instant sell-out.
Following the success of the retailer’s previous collabs with esteemed names including Maison Margiela, Kenzo, Commes Des Garçons and Versace, it’s no surprise that the collection disappeared off the shelves in a matter of hours.
While many posed in their pearl-embellished designs on Instagram, others were left disappointed at being unable to buy the pieces after being stuck in a virtual queue for hours.
H&M clearly invested a lot of money into the campaign for the collection, working alongside the designer to create campaign videos and an augmented reality experience alongside artist Faye Wei Wei.
While you might have missed the collection, this week H&M released a collaborative collection with Brock Collection, which is still available to buy.
Here, you’ll find everything you need to know about Simone Rocha x H&M’s collection, including the release date, the exact time it went live, the sustainability of the collection, the prices and the key pieces in pictures.
We’re regularly updating this article with new information. To stay up-to-date with news about the collection, bookmark us.
When will Simone Rocha x H&M be available to buy?
Simone Rocha x H&M launched on 11 March, 2021.
As non-essential shops including H&M were closed at that time in the UK, the collection was sold exclusively online for UK residents.
For the countries which allowed retailers to remain open, the collection was also be available in-store from 11 March, 2021.
What time will Simone Rocha x H&M go on sale?
A representative for H&M confirmed to Wear Next that Simone Rocha x H&M was set to be available to buy from 8am on March 11, 2021.
H&M also state on its website that ‘Approximately one hour before release, hm.com will be in preparation mode. Please be patient while we prepare the site for this year’s designer collaboration.’
The collection in pictures
Where can I buy the Simone Rocha x H&M collection?
Simone Rocha x H&M is now sold out, but there are plenty of ways to buy it.
If you’re willing to pay more, it’s worth checking out reselling sites like Depop and eBay to find second-hand Simone Rocha x H&M pieces.
How much will the Simone Rocha x H&M collection cost?
Prices started from £5.99 for children’s socks, to £199.99 for women’s and men’s embellished shoes. However many resold the pieces for a much higher price when the collection sold out.
How many items from the Simone Rocha x H&M collection were you allowed to buy?
To make it fair, H&M set guidelines for shoppers.
Purchases were limited to a maximum of two of each item per customer, including accessories, shoes and bags.
Can I return items if I change my mind?
If you bought any items from the collection online, you’re able to return these online within 14 days provided they’re in good condition.
You won’t be able to return any online purchase in stores.
What are the key pieces of the Simone Rocha x H&M collection?
Simone Rocha is celebrating her brand’s 10th anniversary this year. For this collection, she has taken a look back at the archive and reimagined some of the label’s biggest hits.
This includes a beautiful red gingham dress, feather-trim ballerina pumps, tulle dresses, embellished chunky-knit jumpers and of course, beaded hair accessories.
Simone Rocha x H&M City Edition Pieces
Simone Rocha x H&M included a City Edition line, a limited release of pieces created in celebration of the world’s eternal fashion hubs – Shanghai, London, New York, Paris and Tokyo. These were sold exclusively in the corresponding country, and there’s only 10 of each piece available to buy in the world.
For New York City, Simone Rocha has designed a tinsel-patterned tulle coat, which will be sold exclusively in the United States. For Paris, there’s a scuba mesh dress to be sold in France. Shanghai’s water-repellent trench coat will be sold in China and Tokyo’s set of pink hair slides and earrings in Japan.
In the UK, Simone Rocha x H&M offered a red sequin dress (above) and embellished Alice band.
Is the Simone Rocha x H&M collection just womenswear?
As well as womenswear, the collection also included menswear and childrenswear – despite Rocha having never made it before.
Speaking about the collection, Simone Rocha said, ‘I really hope there is something for everyone — every woman, every guy, the whole family.’
Rocha told Vogue, ‘When H&M came to talk, I said, if I’m going to do it, I want to do it for everybody, not only women, but for men and children – and to make sure they get the quality.’
She also designed a pink stain pot for cheeks and lips.
Is Simone Rocha x H&M size inclusive?
The womens collection was available from XS to L in European countries, while the US also stocked size XL.
H&M’s size L is around a size 16-18, but it can come up small.
H&M was widely criticised for its lack of inclusivity here, with many taking to Twitter to express their disappointment at not being able to enjoy the collaboration for themselves.
Is the Simone Rocha x H&M collection sustainable?
While H&M is a fast fashion brand, Simone Rocha explained that sustainability was important for her in creating the collection.
She told Vogue, ‘A company like H&M has a much bigger footprint than something like Simone Rocha, so yes, sustainability for us came into the fabrications.
‘We were able to use an organic cotton, recycled polyester, a new compostable yarn. Actually, it was very interesting to see what could translate, and I think people will be surprised by the quality when they see it. So I hope it will be special enough to want to wear forever.’
Who stars in the Simone Rocha x H&M campaign?
Simone Rocha enlisted the help of her close friends to work on the campaign.
Rocha’s partner Eoin McLaughlin shot documentary pieces with her, as well as sisters Adwoa and Kesewa Aboah.
Rocha told the publication, ‘I wanted it to be things which will integrate into people’s lives. I wanted to make sure that all the people I normally work with were brought into it, and a couple of new friends.’
H&M released the campaign video this week, which was shot by Tyler Mitchell and features Normal People’s Daisy Edgar-Jones and Top Boy’s Michael Ward. It showcases the collection perfectly.
Watch the campaign video
This week, Simone Rocha and H&M finally released the campaign video for the collection.
Shot by photographer Tyler Mitchell at Great Dixter house and gardens in Northiam, East Sussex, the 30-second clip features Normal People’s Daisy Edgar-Jones, Top Boy’s Micheal Ward, models and sisters Kesewa and Aboah Adowa, Faye Wei Wei, Kelsey Lu, Mouchette Bell, Aramish Mangi and Tess McMillan.
It portrays the gang enjoying each other’s company in a post-COVID world, celebrating at a garden party. In this world, social distancing doesn’t exist.
In a statement, H&M said, ‘It is a hopeful message about the joy that will come when we can meet again, and come together to dine, relax, laugh, dance, exchange and share.’
Simone Rocha x H&M pop-up book campaign in collaboration with Faye Wei Wei
Just when you thought Simone Rocha and H&M couldn’t have done any more to convince you to buy the collection, they released The Storybook World of Simone Rocha x H&M – an augmented reality digital experience in collaboration with Faye Wei Wei.
A limited-edition book activates the digital experience, which sees the cast standing amongst five paintings of Wei Wei’s within the book and wearing the collection, of course.
See the video here.
The Simone Rocha x H&M collection launches 11 March 2021 at hm.com.