Simone Rocha x H&M AR Book 💌

“This is one of the most innovative collection events we have ever created here at H&M. What a thrill to work on fashion’s first-ever pop-up book AR experience, and with such an incredible, and broad, range of talents. The collection truly comes to life with the help of AR, and it’s wonderful to see so many of Simone’s passions and inspirations – from art, to family, craft and music – come together in one incredible project. It’s a very new take on a fashion party or runway show!” — Ann-Sofie Johansson, H&M The #SimoneRochaxHM collection launches 11 March at hm.com.