Simone Rocha x H&M

Spring 2021 Ad Campaign


Review of Simone Rocha x H&M “Augmented Reality Pop-up Book Experience” 2021 Ad Campaign by Director Sharna Osborne and Painter Faye Wei Wei

The Simone Rocha x H&M collaboration gets an augmented reality art treatment through the work of British painter Faye Wei Wei. Designer Simone Rocha and Wei Wei dove into the latter’s archive and selected works to be brought to life in the form of a pop-up book. The books were mailed around the globe to friends, industry insiders, and members of the fashion press.

Each copy includes a QR code. When scanned, the codes bring the viewer through an augmented reality portal. Dressed in the new collection, talents such as Helena Bonham Carter, Kai Gerber, and Wei Wei herself inhabit the environment created by the book. Wei Wei’s fantastical art, brought to life in three dimensions, becomes a virtual runway or performance space, a dream world, where these augmented entities can work and play.

The approach feels like a thrillingly unique way to connect friends and fans with Rocha’s and Wei Wei’s work. In the way that it brings the character of the collection before an audience, the project functions as both a runway show and an advertising campaign, but it also feels like a collaborative art project in its own right.

The whimsical combination of Rocha’s designs and Wei Wei’s paintings feel like a perfect match, and the interactive, augmented reality aspect brings the richness of this world to life before our eyes.

Director | Sharna Osborne
Paintings | Faye Wei Wei
Designer | Simone Rocha for H&M
Talent | Barry Keoghan, Djenaba Davis-Eyo, Faye Wei Wei, Francesca Hayward, Helena Bonham Carter, Jess Maybury, Kaia Geber, Kelsey Lu, Laila Gohar, Nadia Gohar, Omari Douglas, Paloma Elsesser, Rowan Blanchard, William De val Darby, Hugo Hamlet, Lily Ashely, and Nancy Andersen
Stylist | Robbie Spencer
Hair | Cyndia Harvey
Makeup | Niamh Quinn
Nails | Ama Quashie
Production | Gainsbury Whiting
Casting Director | Samuel Ellis Scheinman for dmcasting
Music | Frédéric Sanchez