Brock Collection x H&M
Down-to-earth romanticism meets LA cool
While you might not be able to go buy buffalo cauliflower from Erewhon, you can channel that laidback LA cool in our latest collab. Meet Brock Collection: the American brand beloved for bringing a down-to-earth charm to thoughtfully crafted romantic silhouettes inspired by the prairie. Think country florals, corset tops and dreamy ruffles, effortlessly paired with classic denim. All made from more sustainable materials like organic linen, organic cotton, recycled cotton, recycled polyester and Tencel™ Lyocell.
“Brock Collection has always been about connecting the threads between uptown polish paired with a down-to-earth ease, which we are so happy to bring to a new audience. Each piece in the collection is special and carries a certain romantic charm, but is totally effortless,” says Laura Vassar and Kristopher Brock, Designers and Co-Founders of Brock Collection. The pair met in New York City while attending Parsons School of Design and after founding the brand in 2014, relocated to Los Angeles. Since then their emphasis on craft and cut and love of vintage references has gained a cult following.
“We’re thrilled to be collaborating with Brock Collection, who are well-known for their luxe craftsmanship, impeccable fits and structures, and have quite the celebrity following. But there’s also beauty in the fact that their designs always feel down-to-earth, thoughtful and easy to wear — I believe that’s the key to their success. We want to celebrate romance and make it accessible to the many. By adding more sustainable materials, it creates for a collaboration I hope our customers around the world will fall in love with,” says Maria Östblom, Head of Design at H&M.
To celebrate the launch of the collab, we asked Sherrie Silver (yes, THAT Sherrie Silver — the choreographer of Childish Gambino's "This is America") to choreograph a dance inspired by the collection. Sherrie explains, "The concept of the choreography was pure joy. I wanted it to be easy and fun while still model-esque so that if someone was to be taking pictures of someone doing the choreography, they would still be able to get some great modelling shots. I achieved this by incorporating in poses into the dance. For example, after the models spin, I gave them each different poses to land in, for example, one of the models landed with her hands on her waist representing confidence and fierceness."
Stay tuned on Instagram, around the time of the launch Sherrie will be sharing a live dance tutorial so that everyone can learn to #BeamMeUp.
Brock Collection x H&M drops 17 June (24 June in US and Canada) in selected stores and online.