Everything starts from a book, a true passion of Simone Rocha, and from situation current, a pandemic that has put any possibility of giving rise to physical events on hold.
Ma H&M he did not let himself down and, to present to the world the collection created in collaboration with the famous designer, for sale by’11 March, has decided to go digital. But not with any virtual performance, but with a scenographic event entrusted to the playful powers of augmented reality. And here are exceptional characters of the caliber of Helena Bonham Carter, Kaia Gerber, Barry Keoghan, Rowan Blanchard, Paloma Elsesser, Omari Douglas, Kelsey Lu and many others become the living protagonists – via QR code – of a story, which unfolds between the pages of an art book, which comes to life through five paintings that serve as a background. Each of the 10.5 cm high virtual talents participates in the narration, animating the great book that condenses fashion, art, technology.
The cast, made up of different and varied souls and personalities, responds perfectly to the vision of one increasingly inclusive fashion of Rocha and, above all, his desire to create a collection designed for the whole family. An event that is thus transformed into an innovative and at the same time optimistic celebration of that idea of ​​congregation, union, sharing, which the last year has swept away, leaving only meters of distance between one and the other.
«The year we are experiencing asks us to rethink the dynamics with which we aggregated in the past. I am thrilled to welcome the capsule, created with H&M, in a new way, using AR technology, which has allowed us to share, directly from the homes of esteemed talents, a unique experience. I immediately wanted this collection to be a celebration of dressing well for occasions to meet with one’s families, friends and all the people we love, and I hope this event has managed to convey my thoughts, making people reflect on fashion. , beauty, art and serenity “, Simone Rocha.
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