Both Simone Rocha and H&M were resolved to respect their shared assortment in an inventive, spearheading, and cunning way, while likewise being protected and aware of social-separating rules. Along these lines, they chose to renounce a physical in-person worldwide occasion for a curated advanced festival.
A spearheading spring up book AR experience.
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This is a really trial creation, and the first of its sort – a powerful method of bringing craftsmanship, style and famous considers along with welcomed visitors’ homes, through innovation.
The advanced experience is initiated through a lovely, restricted version book (a gesture to Rocha’s set of experiences of distributing printed matter with specialists and picture creators), made as a team with the observed British painter Faye Wei, who additionally stars in the Simone Rocha x H&M crusade.
Five complex canvases by Wei show up inside the book and fill in as spring up backgrounds for a cast of skilled characters, who spring to life from the page, by means of QR codes, to display the Simone Rocha x H&M assortment in AR.
CAST
The cast is assorted and lofty, and an impression of the wide scope of people who make the most of Rocha’s work. They are 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 Hugo Hamlet of Voo Le Voo, William De Val Darby, and Faye Wei herself, who becomes animated before her own canvases. Enveloping skilled entertainers, artists, models, and artists, this wide exhibit of people features the broadness of this assortment; the first run through Rocha has offered a full closet for the family, including womenswear, menswear, and childrenswear.
The book gestures to Rocha’s unmistakable expertise for referring to workmanship and painting with her work, and furthermore the assortment mission’s more extensive topics of happiness, idealism, and assemblage.
More here.