Simone Rocha and H&M Take to the World of an AR Pop-Up Book
Their collaborative collection is displayed through moving and dancing characters
Simone Rocha and H&M bring their bright and frilly collaboration to the world of augmented reality. They sent out pop-up books that celebrated their new collection, featuring performers (and a certain Oscar-nominated actress) performing various activities to staccato motion.
Helena Bonham Carter, Barry Keoghan, Francesca Hayward, Djenaba Davis-Eyo, Kaia Gerber, Rowan Blanchard, and others feature in the pop-up world donning pieces from the collection. The looks, particularly the feminine pieces, are heavy on the bows and frills, employing large silhouettes and 60s patterns and shapes.
British artist Faye Wei Wei’s works were used as inspiration for the pop-up, using pastel colors, florals, ribbons, and flowy textures to ground the collection. The performers, along with Wei Wei herself, are engaging in various activities, including posing for paintings, laying down, playing instruments, and dancing. The book adopts a fairytale theme, almost like a music box.
Check out a snippet of the collection below, which officially drops on March 11: