Tyler Mitchell Simone Rocha X HM (2).jpg

Simone Rocha and H&M have released the official campaign film and images for the upcoming Simone Rocha x H&M collection, available at hm.com and in selected stores on March 11. Shot by Tyler Mitchell, in his signature optimistic style, the campaign images and video create a story of joy, friendship and inclusivity. The campaign is an ode to moments of openness and congregation in a post-COVID and more racially-interactive world.

Tyler Mitchell Simone Rocha X HM (1).png

The talents featured in the campaign are dynamic individuals whose skills, outlook and unique beauty are celebrated and 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.

The campaign, styled by Robbie Spencer, was shot at the historic Great Dixter house and gardens in Northiam, East Sussex, England,/ Makeup by Thomas De Kluyver; hair by 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.

“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.”

Simone Rocha

“I think Simone Rocha is the perfect designer to offer this collection in 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 feels 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