It has been a tradition for H&M to do collaborations with high-end designers since 2004 when the Swedish brand first collaborated with Karl Lagerfeld. Among its upscale collaborators in the past are Versace, Balmain, Kenzo, and Giambattista Valli.

Today, the Swedish fashion retailer introduces London-based fashion designer Simone Rocha as their latest design partner.

Simone, daughter to designer John Rocha, is known for her signature use of crystals, pearls, embellishments, and embroidery to feminine pieces.

The Irish fashion designer expresses her gratitude for being a part of the collaboration roster of H&M. “I am so thrilled to be working with H&M on this very special collection. It truly is a celebration of the signatures of my brand, and the influences that have shaped me,” she says. “As a designer, and as a customer, I've been such a fan of the H&M collaboration concept. Margiela, Alber Elbaz, Comme des Garcons - it's such an amazing list of alumni to be a part of."

The Simone Rocha x H&M collection will include Simone’s signature womenswear, alongside menswear, and childrenswear. This partnership will also mark her first collection that will include pieces for the entire family. The collection will consist of special occasion wear, including tulle dresses and tailoring, alongside knits, shirting, outerwear such as trenches, casual t-shirts, accessories, featuring her signature sparkling jewelry and pearl-embellished footwear.

"Simone Rocha has been on the H&M wish-list for some time. This collaboration offers a new audience the chance to own a very special piece of design history,” shares Ann-Sofie Johansson of H&M. “All of us at H&M have been so inspired to work with a female designer who spends so much time thinking about contemporary femininity, and womanhood, and who is so committed to excellence in craft and design, from the process of developing special fabrications, to pushing silhouettes, shapes and embellishments. Every garment within this collection is unique, special and the result of years of work and meticulous research."

The collection, which will be launched on March 11, 2021, also celebrates a decade of the Simone Rocha label. This collection is informed with a similar desire to create hard-working pieces to be loved, cherished, and worn again and again.

Rocha also shares through a video for the collaboration how important that this collection brings femininity, strength, and modernity to the industry.

See more of the pieces and Rocha's interview on the video below.