This digital experience was realized through a very beautiful book created in collaboration with British painter Faye Wei Wei, who was also part of Simone Rocha x H&M campaign, which was produced in limited edition. (A nod to Rocha’s history of creating print material with artists and image creators). Wei Wei’s five different complex pictures are featured in the book and serve as pop-up funds made up of the characters of a group of talented people who come to life on the page with QR codes to model Simone Rocha x H&M collection in AR.

Helena Bonham Carter CBE, Barry Keoghan, Francesca Hayward, Kaia Gerber, Rowan Blanchard, Paloma Elsesser, Kelsey Lu, sisters Laila and Nadia Gohar, Omari Douglas, Djenaba, Jess Maybury, Nancy Andersen, Lily Ashley and Voo Le Voo’s Hugo Hamlet is the epitome of Faye Wei Wei, who comes to life in miniature in front of William De Val Darby and his own paintings. This large group of individuals, including talented actors, dancers, models and musicians, draws attention to the variability and inclusiveness of the structure of the collection; Rocha for the first time; It offers a complete wardrobe for the whole family, including women’s clothing, men’s clothing and children’s clothing.

The book is a nod to Rocha’s special ability to refer to art and painting through his works, as well as to the broader sense of joy, optimism and unity of the collection’s campaign. This is a true invention celebration – the chance to meet virtual guests and experience them on beautiful clothes and accessories from the collection, all within the framework of the security of your home.

Simone Rocha x H&M collection will be available on hm.com on March 11.