Please take a moment to stare at Sofia Richie's new denim campaign for Australian brand Rolla's Jeans [1]. Then take another moment . . . and then another moment. Seriously, that's pretty much what the POPSUGAR Fashion editors did this morning when this release landed in our inbox. About 10 minutes went by before I could finally gather myself and then share these images with you. Sofia looks gorgeous, which shouldn't come as a surprise, showing off designs from her 15-piece capsule collection with the label that just launched and retails in the affordable range of $49 to $109, with sizes offered in XS-XL.
The laid-back, California cool photo shoot (captured by Sasha Samsonova) just reminds us why we'll always need a ridiculously flattering true blue wash in our closet, and Sofia's making the Rolla's fit, which is only slightly rigid, look like a pretty good option right about now. The full range — which includes romantic blouses, floral dresses, and logo tees, too — has its roots in '90s nostalgia, but there's a boho touch. In short, these clothes are exactly what I'd pack for holiday [2] if I was jetting off to Santa Monica tomorrow. Read ahead to see all the images and fashion your own wish list with Sofia's supermodel guidance, then click through to shop [3].
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Sofia Richie x Rolla's Campaign
Rolla's x Sofia Richie Roxanne Mini Tulips Blouse
Rolla's x Sofia Richie Roxanne Mini Tulips Blouse [5] ($99)
Rolla's x Sofia Richie Dusters Short in Layla Bleach
Rolla's x Sofia Richie Dusters Short in Layla Bleach [6] ($79)
Rolla's x Sofia Richie Eastcoast Flare in Karen Blue
Rolla's x Sofia Richie Eastcoast Flare in Karen Blue [7] ($99)
Rolla's x Sofia Richie Dusters Short in Sunday Blue
Rolla's x Sofia Richie Dusters Short in Sunday Blue [8] ($79)
Rolla's x Sofia Richie Dusters Old Stone Jeans
Rolla's x Sofia Richie Dusters Old Stone Jeans [9] ($99)
Rolla's x Sofia Richie Miller Rib Tank in White
Rolla's x Sofia Richie Miller Rib Tank in White [10] ($49)
Rolla's x Sofia Richie Original Straight Daria Blue Jean
Rolla's x Sofia Richie Original Straight Daria Blue Jean [11] ($99)
Rolla's x Sofia Richie Eastcoast Flare in Rose Cord
Rolla's x Sofia Richie Eastcoast Flare in Rose Cord [12] ($99)
Rolla's x Sofia Richie Tomboy Logo Tee in Soft Pink
Rolla's x Sofia Richie Tomboy Logo Tee in Soft Pink [13] ($49)
Rolla's x Sofia Richie Stephanie Lace Blouse in White
Rolla's x Sofia Richie Stephanie Lace Blouse in White [14] ($99)
Rolla's x Sofia Richie Vintage Logo Sweater in Vintage White
Rolla's x Sofia Richie Vintage Logo Sweater in Vintage White [15] ($49)
Rolla's x Sofia Richie Erin Coast Floral Dress
Rolla's x Sofia Richie Erin Coast Floral Dress [16] ($109)