Model and social media influencer Coco Rocha is launching a fashion collection with Xcel Brands.

“We are working on a concept that will be casual and denim-driven — clothes and accessories that Coco wears when she’s off duty,” Robert W. D’Loren, chairman and chief executive officer of Xcel, told WWD.

“Coco fits perfectly with Xcel,” D’Loren added, underscoring that the model has 5 million followers on social media, and that Xcel specializes in building influencer brands through livestreaming and social commerce.

“I’ve been so fortunate to spend over twenty years working at the highest level in this industry,” Rocha told WWD through an email exchange. “I’ve observed some of the greatest designers and craftsmen of the last 50 years and have been dressed in everything from couture to fast fashion. Along the way, with that front-row seat, I feel I’ve learned what works, what lasts and what truly makes me feel confident. What excites me about partnering with Xcel is the opportunity to finally channel all of those unbelievable lived experiences into something of my own.

“I’m not at all interested in just putting my name on something to chase trends,” Rocha said. “I want to build something thoughtful, pieces that reflect the life I live now as a mother, a businesswoman and someone constantly on the move. Xcel understands the balance between style and function and we share the belief that women shouldn’t have to choose between comfort and bold, expressive fashion.”

Rocha said she will be involved “in every creative decision and I wouldn’t want it any other way. This isn’t about being the face of a brand, which has been my honor for many years, but about building something meaningful from the ground up.”

She said she will participate in sketch reviews and fabric choices, as well as fit testing and campaign direction.

“I want everything we create to have purpose and integrity,” she said. “After decades of wearing nearly every kind of piece imaginable, I do bring strong opinions but also I lived real-world insight into what modern women actually need from their wardrobes.”

A Coco Rocha fashion brand will round out and fill a different niche in Xcel’s portfolio. Xcel owns the Halston, Judith Ripka and C. Wonder brands, as well as the Tower Hill by Christie Brinkley cobranded collaboration. Xcel also holds non-controlling interests in Isaac Mizrahi brand and Orme Live, the short-form video marketplace for social shopping. And it owns and manages the Longaberger brand through its controlling interest in Longaberger Licensing.

In April, seeking to extend its reach globally, Xcel brought in Shanghai-based United Trademark Group as a strategic investor. UTG, a brand development and licensing company producing a range of products, invested $9 million in Xcel.

D’Loren said he expects to launch the Coco Rocha brand, as yet unnamed, in the fall of 2026 on Instagram, Facebook and other social media sites, with livestreaming. The brand could also sell in stores.

“She is an opinion-maker in the fashion world and has enormous credibility when it comes to style,” D’Loren said. “These are important attributes in this whole new world of video commerce.”

With five million followers on social media, Rocha will help Xcel attain its goal of reaching 100 million social media followers. Currently, Xcel has about 40 million.

The veteran Canadian model had a long relationship with Longchamp, has collaborated with Moët & Chandon, has done runway modeling for many top fashion brands including Anna Sui, Versace and Marc Jacobs, and is often seen on the red carpet at the Cannes Film Festival, and other high-profile, celebrity-laden events. She’s notable for her strong presence on social media advocating for models’ rights. Rocha still does runway modeling, and is the executive producer, host and judge for Project Runway Canada, starting this fall.

She also has her model camp in White Plains, N.Y., a three-day, immersive experience where she mentors aspiring models and teaches people of all ages, genders and styles about posing, movement, getting pictures to create a portfolio, and the business of modeling. Over the past seven years, her model camp has had participants from all 50 U.S. states and over 52 countries. It has over 4,000 alumni.

Rocha is considered among the first of the high-profile models to establish a major presence on social media.

Asked how her collection with Xcel will be distinct from other fashion brands, Rocha said: “Over the last decade, I think we’ve all witnessed a homogenization of fashion. It’s been a time when the rough, the sharp and the bold edges of fashion have been sanded down, and with that, I feel a lot of the personality that once differentiated one brand from the next was lost. We’ve seen far too much copying, jumping on trends, and a lack of clear direction. I hope to give a point of view that avoids all of that. I have no interest in adding to the noise, and I think the consumer isn’t interested in that anymore either. My goal with this collection is to craft a brand rooted in structure and confidence: think strong lines, sculptural shapes, and elevated essentials that don’t fade into the background. These are pieces I would want to wear, whether I’m parenting, working, at an event or traveling. They’re designed for women who lead with both strength and style. You’ll see echoes of high fashion in the tailoring, but reimagined for real life. That duality, runway-level style with everyday ease, is what I hope will set us apart.”

As far as her personal style: “That’s so hard to pin down but I’d say architectural, bold, and intentional get us in the ballpark. I love a structured piece and silhouettes that make a statement. I’ve never been afraid of a daring look, but I also believe in balance. My style has always been about confidence. As a mom of three, I also need pieces that move with me, clothes that feel effortless but still bold. That’s the core of what I wear, and what I’m building into this collection.”

Ten years ago, through a joint venture with the Los Angeles-based Paragon Project, Rocha launched Co + Co by Coco Rocha contemporary sportswear via her website and through retail. “That was for a short stint, but Coco has never done anything quite this big before in terms of apparel, accessories and beauty,” said Kyetra Williams of The Lions, the talent, brand management and public relations firm that represents Rocha. The beauty component will focus on skin care.

“Think of the concept as ‘off-duty’ — all the chic things Coco wears when she is not on the runway. It’s a collection and it’s lifestyle,” D’Loren said.

Asked if Rocha’s collection with Xcel could be named “Off-duty,” D’Loren replied, “The theme is off-duty. Let’s leave it at that.”