The Swedish fashion retailer teams up with LA-based Brock Collection for a romantic yet sophisticated women’s wear line
With all the madness, noise, and fear going all around us, finding beauty and love in things is a skill one must possess which, unfortunately, many fail to master. It is hard to be a romantic these days. Sometimes we could just see the world through rose-colored glasses like Carrie Bradshaw does or have the pleasure of time to be swooned by romantic gestures like what happened with Daphne Bridgerton.
But that is what we need in the world, a sense of modern romantics. People who find joy in virtual love letters, who spread optimism online, and never fail to see the best out of things, that is what retail giant H&M wants to emulate in its latest collaboration collection.
The global Swedish brand partners with LA-based women’s label Brock Collection in creating women’s wear that merges contemporary elements with opulent aesthetics. The collection features country florals, tie-up shoulder straps and corset-like details emphasizing the craftsmanship, in contrast with denim pieces that are flattering and exude a city edge.
Modern romantics are sure to be delighted by the collection’s color palette, which consists of black, pale pinks, off-white, cream, and washed denim. A plus, pieces of the line are made from more sustainable materials—organic linen, organic cotton, recycled cotton, recycled polyester, and Tencel lyocell.
“We’re thrilled to be collaborating with Brock Collection, who are well-known for their luxe craftsmanship, impeccable fits and structures, and have quite the celebrity following. But there’s also beauty in the fact that their designs always feel down-to-earth, thoughtful and easy to wear—I believe that’s the key to their success,” says Maria Östblom, head of design at H&M. “We want to celebrate romance and make it accessible to the many. By adding more sustainable materials, it creates a collaboration I hope our customers around the world will fall in love with.”
“Brock Collection has always been about connecting the threads between uptown polish paired with a down to earth ease, which we are so happy to bring to a new audience,” says Laura Vassar and Kristopher Brock, designers and co-founders of Brock Collection. Each piece in the collection is special and carries a certain romantic charm, but is totally effortless.”
The Brock Collection x H&M collection will be available online on hm.com and as well as in selected H&M stores nationwide starting June 17, 2021.