J Brand partners up with Simone Rocha for capsule collection

US-based luxury denim label J Brand is set to collaborate with London Fashion Week designer Simone Rocha to design a capsule collection. It will not be the first time the denim label teams up with a designer; J Brand previously teamed up with British designer Christopher Kane who

worked with the premium denim label for a few seasons and worked with Proenza Schouler.

Rocha, who has previously won the BFC emerging women's wear designer fashion award in 2013, is set to create collections for J Brands pre-spring and spring lines. Her collections for the denim label will then be shown to buyers and members of the press in July, before going on sale later this year.

Simone

Rocha to team up with premium denim label J Brand

"It's an exciting prospect to work on this project, learn from J Brand's denim expertise and see how it evolves over the coming months in the run up to the winter launch," commented Rocha, who graduated from the master's program at Central Saint Martins, before launching her own line for fall 2010.

Rocha, who made her LFW debut with her Spring/Summer 2011 collection, is known for her edgy, yet feminine and romantic designs, which has made her label a favorite among the likes of Alexa Chung and Laura Bailey. "It is a very exciting moment for the brand," commented Jeff Rudes, Chief Executive Officer of J Brand. "We met her in London, we've been following her, and we thought she was the perfect designer for us. We love her."

Rudes explains that it was Rocha's "maturity and sense of direction as a designer," that caught the denim labels attention. "Simone has developed such a strong aesthetic in a very short space of time...we are thrilled to have Simone creating a capsule collection with us," adds Rudes.

He points out that Rocha collection, which will be developed in collaboration with J Brand's in house design team will be "tight, curated and edited". The line will go for sale at select retailers and on jbrandjeans.com end of 2014.

Photos: Simone Rocha at the British Fashion Awards, Simone Rocha Spring/Summer 2014