Simone Rocha is stepping into the retail ring with plans to open her first store on Mount Street, the London thoroughfare that’s home to hot young British and international labels.

This story first appeared in the May 27, 2015 issue of WWD. Subscribe Today.

Rocha plans to open in September during London Fashion Week across the street from Scott’s restaurant. She’s been working with her father, designer John Rocha, on the interiors.

“It will be a very personal, intimate, interesting and inspiring retail experience with evolving installations with different seasons,” Rocha told WWD, adding that it will also be a platform for ideas.

“I really have a vision for my collections to be in a special, unique place, a very personal creative space with my own identity,” she said. “I felt that with my dad’s experience and his sensitivity to space, together we could create a store very personal to me, and to give the clothes a sense of place.”

Rocha is the latest London designer to land on the street, and the opening will come a few weeks after fellow London designer Erdem Moralioglu opens his first shop around the corner, on South Audley Street.

Over the past 18 months alone, labels such as Roksanda, Christopher Kane, Delfina Delettrez and Céline have opened units, joining Nicholas Kirkwood, Marc Jacobs, Double RL, Solange, Roland Mouret, Lanvin and Oscar de la Renta on and around the street.

The 28-year-old Rocha said Mount Street “feels like a really international place to be and I think the mix of London designers and international inspiring designers like Delfina Delettrez, Marc Jacobs and Céline on the street is what makes it a very special place to be.”
She declined to say whether this would be the first of many stores: “I have a plan going forward, and I am always trying to push things forward with my collections.”

The opening marks yet another milestone in what has been a rapid-fire career for the designer. She unveiled her collection for fall 2010 at London Fashion Week, the same year she received her M.A. degree, and is stocked at stores including Dover Street Market, Browns, Selfridges, Ikram and Colette.

In December, she scooped the New Establishment prize at the British Fashion Awards, and in 2013 picked up the Emerging Talent Award.

Her aesthetic is a flurry of contrasts: Classic and avant-garde, hard and soft, sweet and sinister.

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