Be still our beating hearts! H&M never disappoints us with its blockbuster designer collaborations but the next one might just be our favourite to date.
Partnering with London Fashion Week stalwart Simone Rocha, which is celebrating its 10th anniversary, the Swedish retailer has fulfilled all of our fashion fantasies with a thrilling collection that launches today.
So, once you're past the on-site queue to shop the pieces, what can you expect from the launch? Diehard devotees of Rocha's decade of dark and delectable femininity will be more than satisfied: the collaboration borrows fabrics from her past collections, like seersucker tartans and pleated tulles. "In forming this collection, Rocha spent time reflecting on her brand’s archive, combing her past collections and carefully reworking favourites into dynamic new propositions that feel right for today," a statement from the brand reads. "We see glimmers of Tudor courtiers, of wild florals, of portraits and photographs, of dolls and playthings. There is tartan, beading, florals, pinks, reds, and bespoke fabrications, developed in house, especially for this collaboration." Rocha's signature delicate detailing – opulent pearls, froufrou bows, exquisite beading – will be present throughout the collection but there will be plenty on offer, too, for those who have less of an affinity for the saccharine, with more understated pieces suitable for everyday.
Even better, this collection is a family affair: the men in your life will be pleased as, after years of Rocha's friends begging her to create a menswear offering, she's included men's pieces in the collection (though we can't promise that we won't be borrowing their jumpers to layer over our dresses). Meanwhile the kidswear is pure perfection – think mini-me versions of her classic candyfloss dresses and cloudlike cardigans.
While the collection's campaign was shot by the inimitable Tyler Mitchell, whose photographic subjects include Beyoncé and Kamala Harris, with a dreamy lineup of models features Adwoa and Kesewa Aboah, Daisy Edgar-Jones, Kelsey Lu, Francesca Hayward and Micheal Ward, the lookbook is just as heavenly. Calling upon her creative community, Rocha enlisted models Jess Maybury, Bimpe, Jan Baiboon, Tess McMillan, Aramish Mangi, Jeremiah Berko Fordjour and Jethro Sapon, it was photographed by Ben Toms, and styled by Robbie Spencer, who collaborates with Rocha on her London Fashion Week catwalk shows.
To celebrate the collection, Rocha paid homage to the cities that have shaped her work – London, Paris, Tokyo and Shanghai - by creating a series of City Editions’ garments and accessories, tailor-made for and only available in these four specific markets. For the UK, where Rocha is based, expect a party-ready red puff sleeve sequin dress.
The launch is a golden opportunity for Rocha enthusiasts to own a slice of her sumptuous aesthetic. Fastest finger first: this is one you won't want to miss.