Valentina Guerrero in collaboration with Simone Rocha

VOGUE

Simone Rocha S / S 2 0 2 1 a c o l l a b o r a t i v e c o l l e c t i o n w i t h Valentina Guerrero

DOVER STREET MARKET

Dover Street Market is an eclectic sanctuary for luxury designers, pushing the boundaries of the minimalistic monochrome layouts most high fashion shops tend to portray. It is museum-like overall outlook provides an attractive versatility to its visitors, yet still conserves an edgy taste to its layouts for modern fashion lovers. A perfect example of this concept is Simone Rocha, a designer that embodies in her designs a modern feminine look to fashion with a powerful statement in her Victorian luxury concepts.

Introduction This project started as an assignment to select a specific brand to work with in a collaboration that would embody both visions, the designer’s and myself. I choose Simone Rocha as my main inspiration; for I thoroughly believe we share a similar vision on women’s modern fashion. Her designs express such femininity as well as a touch of comfort with her loose silhouettes, delicate layers and puffy shoulders. I envision the modern women as a powerful wave that has changed the course of history in many ways, so I came with the concept of uniting Rocha’s opulent romantic style with a touch of a more bold statement with a neo-Victorian style. For this I used flower patterns, transparencies, waist lined silhouettes and a combination of colors between sweet pastels for the day looks and a strong red-black flowered pattern for an evening occasion. My target market is (as I stated before) the modern women, which includes all generations, my collection does not establish an age rate or size, my purpose is to celebrate women’s evolution through fashion and making sure they feel elegant, feminine, and seductive; embracing their inner power and feeling free to express it through fashion

Feminism

Layering ÂŁ 1850

Victorian

Transparency Embroidery

Printing

Romantisism

Customer Targert

Translusid Nature trend inspiration

Moodboard

TREND: Tires TRENDS TIRES

Surface Design

VG WET FLOWERS 001

VG FLOWERS’ RAIN 001

VG FLOWERS’ RAIN 002

VG FLOWERS’ RAIN 003

VG FLOWERS’ STORM 001

VG FLOWERS’ STORM 002

Surface design

VG FLOWERS’ RAIN 002

VG FLOWERS’ RAIN 005

VG FLOWERS’ RAIN 006

VG FLOWERS’ RAIN 004

VG FLOWERS’ STORM

VG FLOWERS’ STORM

Line-up

Range plan

Personal logo development

Collaboration logo development Simone Rocha

Simone Rocha

Simone Rocha +

Simone Rocha

Simone

Rocha Simone Rocha

Simone Rocha +

Simone

Rocha

Simone

Rocha

+

+

Simone

Rocha

Packing

Visualitation

Marketing

Socialmedia

Evaluation I have enjoyed so much developing this project, I have a deep admiration for Simone Rocha’s style, the transparencies and layouts she uses in her collections was something I was eager to portray on my own illustrations and designs, I’m very happy with the final results. My designs look light, romantic and very feminine which was my overall purpose.

Due to the fact that they were very complex designs, I found it a bit challenging to portray those small details on the flats and illustrations. Never less, I think I conquered the challenge and learned how surface design and displacement are such valuable techniques for creating print patterns. I discovered it to be such an interesting form of creativity that nowadays I am more observant of every printed pattern I see on a daily basic.

In spite of all the setbacks we’ve been going through with the COVID-19 situation, I’m very happy I was able to continue and finish my project. Releasing this digital collection from home was a bit worrying for me, in terms of my computer’s capacity of running the heavy programs I worked with. Also, it was the first time I used InDesign, I feel that I need to practice more with this tool to actually master it. I’ve always loved digital art, so to me it’s a great personal achievement to see what I was capable to create on such short notice.

Being able to see Simone Rocha’s designs in person was a very inspiring experience, Dover Street market is a place where any fashionist would dream of visiting or having their brand.

I could’ve spend hours there just gazing through every detail of every single one of the designer’s pieces, analyzing their styles and concepts. If I have had more time I would’ve like to make the back views of the designs and also put the advertisement on more modern locations

References https://www.vogue.com/fashion-shows/spring-2020-readyto-wear/simone-rocha https://www.vogue.com/fashion-shows/spring-2020-readyto-wear/simone-rocha https://www.pinterest.com/pin/658018195540473048/ https://www.pinterest.com.mx/pin/696861742323708479/ https://www.pinterest.es/pin/345158758939056936/ https://www.pinterest.dk/pin/162411130289343552/ https://www.todo-mail.com/content.aspx?emailid=3503 https://www.pinterest.com.mx/pin/510032726547020924/ https://www.scmp.com/magazines/style/people-events/ article/2052114/british-fashion-awards-2016-honour-industrys-best https://pl.pinterest.com/pin/461548661810005798/ https://ar.pinterest.com/pin/504473595754777789/ https://www.theguardian.com/fashion/2019/apr/06/