Preview the Simone Rocha for J Brand Collection

It British fashion designer shows what frills can do for denim in her forthcoming collaboration with premium jeanswear label J Brand.

This week J Brand unveiled the preview to their latest collaborative effort with runway designer Simone Rocha. The capsule collection, due to launch in November 14, comes after a run of successful collaborations with notable fashion houses including Christopher Kane, Proenza Schouler and the 5×5 collection with five emerging british designers.

The latest collaboration with Rocha comes as a surprise as the London-based designer never uses denim in her own collections, nor does she own much denim in her personal closet. “It’s funny, I don’t wear jeans normally,” she said in an interview with Vogue. “So this is my way of figuring out how I can. Personally, I’ve ordered the black dress. Going to wear it over the black jeans. That’s me!”. But maybe its this unexpected pairing that has offered such a unique vantage point for the fall collection that features signature ruffles à la Rocha’s wildly successful fall 2014 collection but reimagined in soft denim, a process she says took “months” of experiments to get right in J Brand’s California HQ. The result is a schoolgirl-inspired 14-piece collection of sleeveless jean jackets, ruffled dresses, and cropped pants washed in pinks, reds, and blacks.

In an interview with Style.com Rocha said “It’s hard to have fun in my designer collections because I take it so, so seriously, but this was about being playful and very rebellious.” Rocha started her research with preppy school uniforms and opted for coloring based on the flowers and foliage found around schools and also noted that unexpected shapes were important: “I didn’t want to do blue at all, I wanted it to feel a little awkward, a bit young and naive, like the jackets are voluminous and oversized and you see a lot of ankle with the jean.”

The collection will be available exclusively at Dover Street Market on November 14.


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