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It’s a Sin star Omari Douglas brings authentic queerness to new H&M x Simone Rocha campaign

Jonny Yates March 10, 2021
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Simone Rocha H&M

The new collection is stunning (H&M)

H&M is releasing a new collection with designer Simone Rocha this month and the latest trailer features some familiar faces.

The star studded campaign features a glowing Omari Douglas, one of the breakout stars of Channel 4’s It’s a Sin for his role as Roscoe.

On appearing in the AR experience trailer he says: “I think that this really encapsulates Simone’s world – it feels playful, magical, and a little bit whimsical, as well.

“All these pearls everywhere – it feels like opening up a beautiful dressing up box, a special picture book, somewhere. It’s a really special way for her to share her universe with others.”

Simone Rocha H&M
Actor Omari Douglas dreaming the day away in the new Simone Rocha campaign (H&M)

Douglas played the fearless Roscoe in Russel T DaviesAIDS crisis drama, who leaves his homophobic household just before his parents can send him back to Nigeria to be cured of his gayness.

Before he can be taken away he storms out telling them he’s moving to “23 P**s Off Avenue, London, W F**k”, and moves into the Pink Palace with new friends Olly Alexander’s Ritchie, Lydia West’s Jill and Callum Scott Howells’ Colin.

Also appearing in the latest H&M trailer alongside Omari (around the 0:26 mark) is icon Helena Bonham Carter, queer actor Rowan Blanchard, model Kaia Berger and ballet dancer Francesca Hayward.

The campaign video comes days before the release of the new collaboration which will be released on 11 March exclusively on the H&M website.

It will see designer Simone Rocha translate her signature womenswear into menswear and kidswear for the first time, as she reworks past pieces into updated designs.

The collection features tulle dresses, tartan tailoring, beaded shirting, cable kits, graphic t-shirts, trench coats and accessories, with prices ranging between £9.99 and £199.99.

The Irish-born designer said: “My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while.”

Some of the pieces that feature in the Simone Rocha collection. (H&M)
Some of the pieces that feature in the Simone Rocha collection. (H&M)

Since launching its first designer collaboration in 2004 H&M has teamed up with designers including Versace, Stella McCartney and Karl Lagerfeld for exclusive collaborations.

The Simone Rocha x H&M collection will be released worldwide on 11 March only on the H&M website.

Meanwhile you can find out more about the amazing It’s a Sin merch available that raises money for a HIV charity on PinkNews here.

This article contains affiliate links, PinkNews may earn revenue if you click through and purchase products through the links.

Related topics: H&M, It's a Sin, Omari Douglas

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