Tyler Mitchell has captured Simone Rocha x H&M collection in his signature optimistic style. The campaign invites people to step into the designer’s world, and experience the feeling of community, strong femininity, and closeness that underpins the collection. The campaign is a story about friendship, joy, and inclusivity – and an ode to moments of openness and congregation. 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.
The talents featured in the campaign are dynamic individuals whose skills, outlook and unique beauty are admired by Rocha. Actors Daisy Edgar-Jones and Micheal Ward, both rising stars, appear alongside Royal Ballet Principal Dancer Francesca Hayward, the artist Faye Wei Wei, the captivating models Mouchette Bell and Aramish Mangi, and the pioneering musician Kelsey Lu – who also provides the beautiful soundtrack for the campaign film. Also featured are figures who are often present in Rocha’s world, whether in her shows or images, such as the model Tess McMillan and sisters, Adwoa Aboah and Kesewa Aboah, the former an activist and model, the latter an artist and model.
“I think Simone Rocha is the perfect designer to offer this collection at this moment, and the individuals in this campaign really capture her open, vibrant vision of fashion and beauty. Simone understands the power of clothing for dreaming but creates collections that feel very down-to-earth, very aware of the realities of people’s lives. I hope this collection and campaign will offer a moment’s escapism, but also conjure happy memories, and a sense of hope for when we can all be close again.”
Ann-Sofie Johansson, H&M
The campaign was shot at the historic Great Dixter house and gardens in Northiam, East Sussex, England, and infers the stages of a meal and the rituals that come with sharing food and free time; the preparation and planning, the washing and table-laying, the presentation of fresh produce, the eventual relaxation.
The campaign was created with the help of a number of Rocha’s long-term collaborators; stylist Robbie Spencer, make-up artist Thomas De Kluyver and hairstylist Cyndia Harvey. The set design was created by David White and nods to the tactile installations that have become a signature within Rocha’s stores and images, and the sweeping panels of fabric that often appear within Mitchell’s images.
The Simone Rocha x H&M collection, featuring womenswear, menswear, and childrenswear will be available at hm.com and in selected stores on 11 March.
“I wanted the campaign to capture the spirit and community of the cast as well as the collection itself. Asking Tyler and all the inspiring individuals featured to explore the natural relationships between friends, nature, family, and femininity. Creating something natural, playful, and poetic set in the beautiful Great Dixter.”