Exclusive: The AR collection presentation by Simone Rocha x H&M
Necessity is the mother of invention, as we all know, and so fashion is getting better and better at presenting itself at its best, even in times of restriction. The majority of the world's fashion weeks have been outsourced to digital presentations and many a fashion film that now whets the appetite for the new season instead of a classic show can easily keep up with Hollywood productions. H&M has also opted for a particularly groundbreaking and imaginative type of presentation. The latest designer cooperation with the Irish fashion designer Simone Rocha is also presented in digital form and by means of a trend-setting pop-up book with integrated AR activation. In a dynamic way, the aim is to unite art, fashion, and the iconic characters.
New chapter
With this, the Swedish fashion group also wants to set new standards and spared no effort in the production. No effort was spared in the production. The project was created in collaboration with the British artist Faye Wei Wei, who is also part of the Simone Rocha x H&M campaign. The volume consists of five images that serve as a background for the respective talents and are brought to life by activating them with a QR code.
Sounding names
The cast list is made up of an exciting mix of artists from a wide variety of professions and models. Among them: dancers, actors, and musicians - from Helena Boham Carter, Barry Keoghan, Francesca Hayward to Jess Maybury, Nancy Andersen, and Kaia Gerber. A colourful mix that also represents the range of the collection - in addition to Rocha's signature womenswear, the collection, which launches on 11.03, also includes menswear and children's styles.
Good prospects
The book, the company says, is intended to further emphasize Rocha's ability to link art with her work, and to externalize the focus on joy, optimism, and community. "This year it was imperative to rethink, find new ways of working and refocus ourselves. I'm thrilled to celebrate my collaboration with H&M in this innovative way and to be able to bring such a great group of characters into guests' homes through AR technology. I always wanted this collection to evoke the joy of styling and remind people of the pleasure of spending time together with family and friends. I hope that this digital event will bring about a moment full of art, beauty, and joy to reflect upon," says the designer. With this, she is likely to hit the zeitgeist several times over and is equally one step ahead of it thanks to the new form of presentation.
