(Photo Courtesy: H&M)
A star-studded line-up of Helena Bonham Carter, Kaia Gerber, Kelsey Lu And many more come to life in a limited-edition pop-up book AR experience, bringing art, fashion and iconic figures into guests’ homes, through technology.
Determined to honour their collaborative collection in an imaginative, pioneering and artful manner, while also abiding by social-distancing guidelines, Simone Rocha and H&M selected to forgo a physical in-person global event in favour of a curated digital celebration: a pioneering pop-up book AR experience, the first of its kind and a dynamic way of bringing art, fashion and iconic figures to life and in front of your eyes.
(Photo Courtesy: Djenaba Davis-Eyo, Helena Bonham Carter, Hugo Hamlet & Lily Ashely, Kelsey Lu/Sharna Osbourne)
The digital experience is activated via a beautiful, limited-edition book created in collaboration with the celebrated British painter Faye Wei Wei, who also stars in the Simone Rocha x H&M campaign. Five intricate paintings by Wei Wei appear within the book and serve as pop-up backdrops for a cast of talented characters, who spring to life from the page, via QR codes, to model the Simone Rocha x H&M collection in AR.
The cast, each at 10.5cm tall, is a reflection of the broad range of individuals who enjoy Rocha’s work. Encompassing talented actors, dancers, models, and musicians, this wide array of individuals highlights the breadth of this collection.
The book is a nod to Rocha’s signature skill for referencing art and painting with her work, and also the collection campaign’s broader themes of joy, optimism and congregation. This is a true innovation celebration – a chance to mix with virtual guests and reflect on the beautiful garments and accessories within the collection, all from the safety of home.
(Photo Courtesy: Barry Keoghan, Kaia Geber, Nancy Andersen, Laila & Nadia Gohar/Sharna Osbourne)
“I am thrilled to be able to celebrate my collaboration with H&M in such an innovative way, using the best AR technology to bring such an amazing cast of figures right into people’s homes,” confides Rocha Rocha about finding new ways of working and congregating this year. “I always wanted this collection to conjure excitement for dressing up, and for meeting with family, friends and loved ones, and I hope this digital event speaks to that, providing a thought-provoking moment of art, beauty, celebration and happiness.”
Source: H&M