HOLR sits down with Coco Rocha to talk style, legacy, and Reitman’s celebratory centennial campaign.
Iconic Canadian fashion brand Reitmans is celebrating 100 years in style. Founded in Montreal in 1926, the beloved retailer is stepping into a bold new era with a refreshed logo, elevated retail concepts, major digital enhancements, and high-profile partnerships—all under the inspiring theme, “A Century Is Just the Beginning.”
To commemorate this milestone, HOLR sat down with brand ambassador and acclaimed supermodel, Coco Rocha, to discuss Reitmans’ latest campaign, their exciting partnership, and the brand’s revolutionary evolution in fashion. Rocha was dressed to impress in head-to-toe Reitmans–notably sporting the Sleeveless Maxi Dress with Cowl Neckline from the brand’s collab edit–as we bonded over the creative process behind the campaign, the evolution of modern Canadian fashion, and what it means to be part of a brand entering such an exciting new chapter.
Reitmans is celebrating a major milestone. What does it mean to you to be part of the brand’s 100th anniversary as brand ambassador?
They could’ve picked anyone, right? To be chosen as a brand ambassador from a fashion perspective is a real honour. This is an amazing experience–when we started doing the actual campaign, it was so fun! It was really lovely.
How does Reitmans’ evolution reflect the kind of fashion women are looking for and wearing today?
The whole campaign was based on “A Century Is Just the Beginning.” We’re so saturated in fashion about nostalgia–as an early 2000s model, I see this first-hand. What feels refreshing about the brand’s perspective is that it’s not trying to make women look back and reminisce; instead, it’s focused on how we live and experience life right now. There’s such a strong sense of intention behind it all. Everything the brand has created so far is incredible, but the real excitement comes from what’s still ahead.
You’ve had such an iconic career, so how has your personal style evolved, and how does this partnership fit into that journey?
I had no style when we started this career! Looking back, I had a very simple mindset when it came to fashion–clothes were clothes and shoes were shoes. My mom was a flight attendant, so she would travel the world and bring back little things, so I would try them on and be like, “These are cool, right?” I built a sense of confidence when I was younger because of this, but even when I entered the industry, I didn’t feel as though I had a distinct sense of style–and maybe I still don’t. To this day, I am so playful with my style–I’m wearing a beautiful dress today, but I don’t just have one version of me. When I work, parent, or hang out with friends, I don’t just have one version of me–and that’s the same when it comes to clothing.
What pieces from the collection are you adding to cart, and how would you style them for everyday wear?
I live in Connecticut in the USA–I take my kids to school and have these fabulous friends who are moms who brunch and lunch, so I think of this life as a surreal life, sometimes. I love to dress up for school drop off and pick up, and there’s a sense of soft elegance I play into in my day to day life. COVID freaked me out with not trying, so I really try now! I love how this entire collection embodies quiet luxury–we’re not showing logos, but we look and feel super chic.
Inclusivity has become such an important conversation in fashion, so how do you see Reitmans contributing to that shift?
Reitmans was truly ahead of its time when it came to offering an inclusive size range. I grew up during an era where fashion heavily promoted double zero as the “ideal” body type, which created such a narrow and unrealistic standard for women. What feels so important now is that women are finally able to see fashion represented on a wider range of body types and feel inspired by what they see. Reitmans continues to lead that conversation in a meaningful way, and I hope more brands continue moving in that direction. Campaigns like this one show how powerful forward-thinking perspectives can be in helping reshape the fashion industry for the better.
After years in high fashion, what excites you most about connecting with a more everyday, accessible brand like Reitmans?
I’ve always wanted to be an accessible model. I started in the industry at a young age, but I came from a working-class family and didn’t grow up fully understanding the fashion world. That’s why this collaboration feels like such a natural fit. It blends fantasy and creativity with practicality and inclusivity in a way that feels very relatable. There’s a balance there that I think women are constantly looking for in everyday fashion. While I’m known as a high-fashion model, this partnership allows people to see me in elevated yet wearable pieces they can genuinely envision themselves wearing.
Image Credits: Reitmans
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Published by HOLR Magazine