by Emily Blake

Finding out H&M was planning a collaboration with Simone Rocha was interesting to stay the least. Is this another tactic for H&M to distance themselves from their fast fashion reputation? Will the collection resemble notorious Simone Rocha garments, or be more H&M-esque?

H&M not only dropped a collaboration, but an entirely new digital interface on their website to showcase the new collaboration. The unique aesthetic and dreamy creative direction made me forget I was on H&M ‘s site to begin with.

Top picks from the collection:

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