It’s charming. It’s dreamy. It’s delicate. It’s here, now! Today!

If there was a fashion brand that could impart some sense of sartorial optimism, Simone Rocha’s exuberant line of frocks and smocks, that always seems to have something special to offer, is probably at the top of most lists. The London-based designer’s latest collaboration with Swedish fashion retailer, H&M, arrives like an long-awaited anecdote to the current landscape of uninspired wardrobes; a dreamy treasure chest of voluminous silhouettes and larger-than-life details that can’t wait to stand out and shine.

Putting the joy and excitement back into the daily rituals of dressing up, really. And what a greatly missed feeling that is.

simone rocha

“I hope that the items in this collection will be worn and treasured for years to come. They were all informed by ideas and inspiration that have shaped me and my brand over the last 10 years, and I am so excited to see them worn out-and-about and interpreted and styled in new ways.”

Simone Roche

The pieces — so unmistakably Rocha — are a refreshing change to the pared-back neutrals and loungewear we’ve dressed ourselves in all year. A pure, unapologetic moment of drama and decadence, if you will. Not only does the collection nod towards Rocha’s own heritage — being from both Ireland and Hong Kong, it’s also a retrospective on Roche’s big, bold and beautiful hits — old silhouette revisited and former designs retrieved from the archives to fit the dress-codes of everyday. It’s your favourite T-shirts and summer dresses edited with Roche’s romantic eccentricity: sweet yet subversive; simple yet full of intrigue.

Classic Simone Roche tropes that are known and loved are sprinkled throughout — the frothy tulle, glittery embellishments and airy frills that ruffle with the light spring breeze (indicative of the pieces belonging on idyllic floral fields and dainty garden parties) all present — as are signature silhouettes. There’s a floral dress fitted, with no surprise, a pretty puffed sleeve. Inventive takes of volume on the classic trench coat. And it would not be a Rocha collection without the signature pink coat, returning in a sparkling tweed edition with an unmistakable retro air — Peter Pan collars; oversized buttons — for the collaboration.

simone roche

“The archive is so important to the way I work as a designer anyway. We are not a brand that abandons ideas each season — we often look back on past propositions or continue to evolve a silhouette or shape.” Rocha explained.

Rocha’s first collection with the high-street retailer is also a marker of another first: the launch menswear and childrenswear for full family sizing. It’s the same wonderfully whimsical cues, designed as conversations that flow to and fro each other — details and patterns are copied and continued through the collection, from womenswear dresses to men’s blazers and children overalls.

Take a flip through the looks below:

Simone Rocha x H&M is available online and in-stores from 11 March. See more information here.

Lorria Sahmet
Style Editor
Two years of covering luxury retail later, Lorria is thrilled to be dedicated to writing about fashion, food and lifestyle. When not roaming around garden centres hauling back new plants for her indoor jungle, she is most likely hunting down the best fries in the city. She's happiest by the ocean with a fishbowl glass of ice-cold Aperol spritz.