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strongest collaborations are always those that don’t naturally fuse together, so when it was announced that Simone Rocha was teaming up with denim superstars J Brand it came as a huge surprise. Rocha, who has never worked with denim before since debuting at London Fashion Week in 2010 had to confess to J brand when asked… “What style of jeans I liked – and well, I wasn’t going to lie. So I told them I didn’t have any.” Rocha’s contemporary yet romantic vision has to date been sans jeans.

J Brand are no strangers to the old co-lab and we’ve seen big names such as Christopher Kane and Proenza Schouler create innovative collections to name a few. Pairing with Rocha is another clear sign that J Brand is evolving into a ready-to-wear label.

The 20 piece collection hits this week exclusively at Dover Street Market, later landing on Net-A-Porter and finally in Selfridges on December 1st. Don’t expect to see deep blues and classic indigos here, Rocha has focused on three key colours from her mainline collection ‘Pepto Bismol’ pink, a true red and black.

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Rocha has enjoyed getting to know a fabric she’s never worked with before saying “I had never worked with denim before so it was exciting to work in a new cloth and combine my aesthetic with J Brand’s expertise,”.

The guys at J Brand are happy too, CEO Jeff Rudes says “(Simone’s) maturity and sense of direction as a designer is unparalleled for her generation; we are thrilled to have Simone creating a capsule collection with us”.

It seems that Rocha has designed a denim collection for those who don’t wear denim. Adding her own touch of elegance with over-sized frills featuring on hips and pockets, as well as cuffs on man-sized bombers and trimming pinafore dresses. If you’re looking for something more than a skinny jean, look no further.