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Coco Rocha’s New Direction

Making the switch to behind the scenes

Canadian model Coco Rocha is renowned for her skills in front of the camera, but what about if the roles were reversed? Brand Sass & Bide are putting that question to the test.

Currently the face of Sass & Bide, Coco will, according to Vogue UK, take over the site and social media networks to display the street style she’ll be shooting herself.

“Street style is more important now than ever before,” she told the magazine. “There was a time when your pop stars, movie stars, and top models could go to grocery stores wearing pjyjamas and fuzzy slippers if they wanted, and there would probably be no evidence of that.”

“Now with a camera on every cell phone we all need to think a little more carefully about how we dress up when we leave the house,” she continued.

Starting January 28, Ms. Rocha will begin her five-day engagement with the Sass & Bide website, where she’ll also share photos of her own, self-styled looks. You can learn more about the campaign at Vogue UK, and you can learn more about Sass & Bide’s S/S 2013 campaign on their official website.

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