H&M adds more marketing support for Simone Rocha collab with AR experience

By

Sandra Halliday

Published
Mar 10, 2021

H&M is putting more support behind Thursday’s launch of its Simone Rocha collaboration with a digital experience “activated via a beautiful, limited-edition book created in collaboration with British painter Faye Wei Wei”.

It’s a nod to Rocha’s history of publishing printed matter with artists and image-makers.

Faye Wei Wei also stars in the Simone Rocha x H&M ad campaign. And five of her intricate paintings appear in the book and “serve as pop-up backdrops for a cast of talented characters, who spring to life from the page, via QR codes, to model the collection in AR”.

The cast of actors, dancers, models, and musicians is described as “diverse and majestic, and a reflection of the broad range of individuals who enjoy Rocha’s work”. 

They are 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, as well as Faye Wei Wei herself.

The company said they highlight the breadth of the collection as it’s the first time Rocha has offered a full wardrobe for the family, including womenswear, menswear and kidswear. 

The book also “nods to Rocha’s signature skill for referencing art and painting with her work, and also the collection campaign’s broader themes of joy, optimism and congregation”.

The use of AR is particularly interesting coming at a time when many countries in which the collection is being sold are still in lockdown. It offers “a chance to mix with virtual guests and reflect on the beautiful garments and accessories within the collection, all from the safety of home”, we're told.

Rocha said she wanted the 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”.

Meanwhile, H&M’s Ann-Sofie Johansson added that it’s “one of the most innovative collection events we have ever created”.