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J Brand has tapped up-and-coming London designer Simone Rocha to create two capsule collections. CEO Jeff Rudes tells fashion trade pub WWD that the LA-based label picked Rocha—known for her feminine-meets-edgy aesthetic—for her "maturity and sense of direction as a designer." The lines are slated to launch later this year at select retailers and online at the denim brand's e-shop. [WWD, sub req'd; Previously]