H&M Partners with Brock Collection On a Dreamy Summer Collaboration

H&M has teamed up with Los Angeles-based brand Brock Collection to make all our Bridgerton-inspired bustier and brocade dreams come true this summer with the upcoming H&M Brock Collection collaboration.

With silhouette-hugging corset tops, prairie-style country florals and statement accessories, this easy-to-wear collection is at the intersection of Regencycore, cottagecore and streetwear. The collaboration, which launches online and in select H&M stores on June 24, includes everything from jeans and sundresses to handbags, sunglasses, and chunky gold jewellery.

The designer collaboration pulls from Brock Collection’s signature designs elements, including bustiers, puffy sleeves and floral prints, but with a decidedly casual twist.

Photography courtesy of H&M

Founded by Kris Brock and Laura Vassar, Brock Collection is a women’s luxury brand that injects a modern polish and earthy sensibility into its vintage-inspired gowns and statement tops — think city sophistication meets country charm.

Since its launch in 2014, Brock Collection has gained a loyal celebrity following for its romantic designs. Celebs like Emily Ratajkowski, Lili Reinhart and Elizabeth Olsen have all been spotted wearing the brand. But as with H&M’s past designer collabs, the OG brand comes with a sizeable price tag that means Brock Collection isn’t accessible to many of us non-celebrities.

Since 2004, H&M has been marrying fast and high fashion through their designer collaborations which kicked off in 2004 with none other than Karl Lagerfeld, followed by partnerships with other major fashion houses like Jimmy Choo, Versace and Lanvin in later years. More recently, the brand’s partnership with London designer Simone Rocha has left customers wanting more.

By making Brock Collection’s designs more accessible, H&M has the potential to introduce the brand to a wider audience. “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,” say the Brock Collection founders in a press release.

Photography courtesy of H&M

“Country florals, tie-up shoulder straps and corset-like details emphasize the craftsmanship, while the feminine silhouettes and contrast with denim pieces are flattering and exude a city edge” is how the collection is described in a press release from H&M, with the brand adding that all pieces are made from more sustainable materials like organic linen and recycled polyester and cotton.

The H&M Brock Collection collaboration drops June 24 in Canada, and it will be available in selected stores and online on hm.com.

Get a sneak peek at some of the pieces from the HM& x Brock Collection collab below.

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