Paris
France
Address
33 Rue Francois 1er
Paris, 75008
France
FMD-ID
BR152
Phone
+33 01 53 57 22 00 Fax +33 01 47 20 16 46
Website

About

founded by

Marcel Rochas

belongs to

Procter & Gamble

about

Rochas is a fashion, beauty, and perfume house founded in 1925 by Marcel Rochas, the first designer of 2/3-length coats and skirts with pockets. It is currently owned by Procter & Gamble.

In 1931, Marcel ROCHAS opened his fashion house to the 12 Matignon avenue.

After the death of Marcel Rochas in 1955 the house has continued.

From 1955, Rochas' wife Helene tried to take over the designing, but was not able to continue for long. Various designers have worked for the house.

In 1987 the German hair-care and cosmetics giant Wella bought the house of Rochas.

Peter O'Brien joined the house of Rochas in 1989 and since then has been the chief designer. In November 2002, it has been announced that Peter O'Brien is leaving the house of Rochas, and is being replaced by Belgian designer Olivier Theyskins.

The company found recent recognition for its fashion design when it chose Olivier Theyskens as its creative director.

For the next several years, Rochas continued to garner praise among fashion critics and to attract loyal followers. In 2006, the Council of Fashion Designers of America awarded Theyskens the International Award. However, Theyskens' focus on "demicouture" (special pieces too costly to mass-produce but which may not meet strict couture rules regarding hand-stitching and numbers of fitting) was questioned by fashion insiders as a viable business strategy. His gowns, some of which were priced upwards of $20,000, were often out of reach for all but the most fabulously wealthy. Theyskens took a purer approach to fashion and did not rely (like many fashion houses) on accessory sales and cheaper sister lines for a steady stream of revenue.

In July 2006, Procter & Gamble announced the discontinuation of Rochas' fashion division, shocking many in the fashion industry.

The Look

His motto was "Youth, Simplicity, and Personality," alternatively reported in the New York Herald Tribune (3 August 1948) as "elegance, simplicity, and youth," but it was in many ways the characteristic of personality that differentiated Rochas from other designers of his era. His initial fame came in the 1920s and rested on his tailleur, accompanied with full, supple skirts.

Who Wears It

Carole Lombard, Marlène Dietrich, Mae West, Nicole Kidman, Jennifer Aniston, Kirsten Dunst, Kate Bosworth, Jennifer Lopez, Rachel Weisz, Sarah Jessica Parker.

Perfumes

1944 Rochas Femme
1948 Mousseline (M)
1948 Eau de Verveine(M)
1948 Moustache (M)
1949 Mouche (M)
1949 La Rose de Rochas (W)
1960 Madame Rochas
1969 Monsieur Rochas
1970 Eau de Rochas (W)
1971 Audace
1978 Mystere de Rochas (W)
1980 Macassar (M)
1984 Lumiere (W)
1987 Byzance
1991 Globe (M)
1993 Eau de Rochas pour Homme
1994 Tocade (W)
1995 Byzantine (W)
1996 Fleur d'Eau (W)
1996 Eau de Fan
1997 Tocadilly (W)
1998 Alchimie (W)
1999 Rochas Man
2001 Aquaman (M)
2002 Aquawoman (W)
2002 Absolu (W)
2003 Rochas Lui (M)
2004 Absolu Intense Simply Red (W)
2004 Poupee (Doll) (W)
2004 Lui Rochas (M)
2006 Reflets d'Eau de Rochas (W)
2007 Desir Pour Femme
2007 Desir Pour Homme
2008 Rochas Soleil (W)

Official Social Media

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