10 Magazine

J Brand X Simone Rocha

Simone Rocha does pretty well (as in she does pretty, well not pretty well). Pretty in a Fragonard’s The Swing kind of way. J Brand do denim well. In fact they do denim so well that ‘jeans’ is in their domain name. So what do you do if you cross Rocha and J Brand? (And no, it’s not a trick question.) You get pretty denim, of course. Just have a look at these images of the collection. It’s got Rocha’s aesthetic with no frills attached. Well, some. Actually, there’s a lot of frills. All over the hems and sleeves and across the jacket breasts and pockets. The colours, like the frills, are rose-like and so pretty – wonderfully so. The denim is cut loosely, not like Katy Perry’s skin tight jeans, and cropped above the ankle. We predict a quick jump from shop shelf to wardrobe rail for this collection which drops exclusively at Dover Street Market from November 14 and at selected retailers including Selfridges, Net-a-Porter and Browns. How rosy.


By Ted Stansfield