Simone Rocha Marks Selfridges Debut With Capsule Denim Range
LONDON — Simone Rocha is making her Selfridges pop-up debut with her spring 2025 collection and an exclusive capsule denim range.
The Irish designer’s pop-up will be on the second floor atrium until March 23 and it will also include items from her menswear, womenswear and accessories lines.
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Rocha’s section has been decorated in her signature color palette of soft pink and features Perspex interior details.
For spring 2025, the designer conjured a dreamy, slightly melancholy world of ballet dancers in their private time, wrapping up warmly on their way to and from the studio, dressing for rehearsals, and taking a bow as the flowers land on stage and at their tired feet.
“When I’m designing, I can end up finding security in the cloth and going into extreme volumes and proportions. Now I’ve been thinking, ‘What is underneath? If you crack that open, what’s inside?’” Rocha told WWD in September last year, describing that collection as “a bit more intimate, interesting, and playful.”
Selfridges is entering the new year with a beat in its step after Saudi Arabia’s Public Investment Fund, PIF, took a 40 percent stake in the luxury department store last October, replacing René Benko’s troubled Signa property company as a significant minority investor.
With PIF bringing stability, it’s back to work for the Central Group, which is Selfridges’ majority shareholder after the Thailand-based company increased its stake to 60 percent as part of the deal, the terms of which were not disclosed.
On the shop floor of the London store, Judd Crane, executive director of buying and brand at Selfridges, is putting his focus on exclusivity.
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