Rebecca Vallance Debuts Rococo

PetitePaulina – Fifteen years after first partnering with Harvey Nichols Riyadh, Rebecca Vallance returns to the Middle Eastern market with a deeper sense of purpose. As her data increasingly showed modest pieces shipping to the region, she began to see a clear pattern. Consequently, the idea for a dedicated modest collection started to take shape. Instead of treating it as a small extension, she viewed it as a chance to honor the audience that helped launch her career. Moreover, she recognized how cultural and seasonal needs influenced her customers’ choices. Because of that, she aimed to design with sensitivity and intention. Rococo becomes her heartfelt tribute to women who choose elegance with meaning. Through this collection, she reconnects with a market that once sparked her growth, and she does so with gratitude, respect, and renewed creativity.

Designing With Purpose, Sensitivity, and Cultural Insight

Rococo is the result of nine months of careful planning, and each step shows Vallance’s dedication to cultural understanding. From the beginning, she rejected the idea of simply adding longer sleeves or higher necklines. Instead, she chose to rebuild her design process so it aligned with the values behind modest fashion. As she explored fabrics like bonded satin, brocade, and jacquard, she discovered new ways to blend structure with softness. Furthermore, she focused on silhouettes that carried both confidence and grace. Every detail from sculptural draping to floor-length skirts was chosen with intention. As a result, the collection feels respectful and deeply considered. Vallance approached the work slowly, listening more than assuming. Because of this approach, Rococo honors both cultural depth and personal expression, offering designs created with empathy and artistic purpose.

A Global Market Embracing Modest Luxury Fashion

The modest fashion industry continues to expand rapidly, and the numbers prove it. Currently valued at nearly $97 billion, the market is projected to reach $146 billion by 2033. Therefore, Vallance saw an opportunity not only to grow but also to contribute meaningfully. Her direct-to-consumer data revealed increased demand across several regions, which encouraged her to move forward with confidence. Although the Middle East holds a significant share of the market, modest dressing resonates far beyond it. Women in Australia, Europe, and other areas are also searching for refined, covered silhouettes. As a result, Vallance views modest fashion as a global expression rather than a regional trend. Rococo embraces this idea, offering designs that bridge cultural values with contemporary luxury. Ultimately, the collection proves that modest fashion is a long-term movement shaped by intention, identity, and grace.

Gowns That Tell Stories Through Craftsmanship

The Rococo gowns each tell a story, and together they create a powerful narrative about elegance. For example, the Memphis Gown features pleated sheer sleeves that move gently and add emotion to every step. Additionally, the Ellerie Cape Gown in deep forest satin offers dramatic presence without overpowering the wearer. Meanwhile, the Alora Gown showcases delicate embellishments paired with voluminous sleeves, giving it a sense of modern royalty. Because each piece is crafted with intention, the collection feels both expressive and wearable. Vallance even wore one of the sculptural capes to the Fashion Trust Arabia awards in Doha, which highlighted the emotional connection behind the line. Overall, Rococo delivers fashion that speaks softly yet powerfully. Every gown reflects care, artistry, and sensitivity, inviting women to feel truly seen and celebrated.

A Launch Designed for Worldwide Impact

The global rollout of Rococo begins December 1, and the strategy behind it is deliberate. By choosing retailers like Harrods, Ounass, Net-a-Porter, and Mytheresa, Vallance ensures the collection reaches a wide and diverse audience. Additionally, the launch signals her belief that modest luxury belongs on the world stage. Instead of positioning Rococo as a niche offering, she treats it as a centerpiece. This approach not only elevates the collection but also reinforces the growing importance of modest fashion in the luxury sector. As customers browse these platforms, they will see Rococo displayed alongside major international brands, which strengthens its credibility. Furthermore, the distribution strategy reflects Vallance’s understanding of global buying behaviors. Through this rollout, she invites women everywhere to explore a collection built on respect, refinement, and contemporary elegance.

A Long-Term Vision Rooted in Craft and Connection

Rococo marks the beginning of a long-term commitment rather than a single creative experiment. Vallance plans to release the collection annually, and she may increase the frequency to twice a year if the demand continues. Moreover, she is already developing the next edition for late 2026, which shows how seriously she takes this direction. Because modest dressing is tied to culture, identity, and meaning, Vallance views it as a space deserving deep respect. Her future plans reflect this belief. By focusing on craftsmanship and emotional connection, she aims to build a collection that speaks to women across backgrounds. Rococo honors individuality, celebrates diversity, and values intention. Through this vision, Vallance strengthens her role in shaping a more inclusive and thoughtful future for luxury fashion.