Rochas is a perfume, beauty and fashion brand owned by Procter & Gamble. The brand was founded in 1925 by Marcel Rochas who was a French designer. He was the first designer of the 2/3-length coats and skirts with pockets. Rochas has mostly gained its popularity from its signature perfume that goes by the name ‘Femme,’ which was packaged in a pink box with black lace.
In 2002, the popularity of the brand grew because of the appointment of Olivier Theyskens as its creative director. Within the first few months of his appointment, Theyskens developed an entirely new silhouette for the house that was elegant and had French inspiration. Style.com featured his full collection in their magazine in the fall of 2003. The collection was praised for being ravishing and extremely magnificent.
Over the next years, Rochas continued to gain praise among several fashion critics and was able to gain many loyal followers in the process. Rochas’ clients included some popular celebrities around the world such as Nicole Kidman, Kirsten Dunst, Jenifer Lopez and Sarah Jessica Parker.
In 2006, Procter & Gamble made the shocking decision to discontinue Rochas Fashion. This was a big shock to most of the people in the fashion industry. The reason behind the closure was mostly economical and this angered most of the industry stakeholders because it was mostly viewed as a limitation on the right of people to look beautiful. There was some news about reopening the fashion segment in 2008 and the company went ahead and named Marco Zanini as the new artistic director for the fashion house. The first collection under Marco was showcased in February of 2009. Marcos was tasked with the responsibility of developing ready to wear collections. Marcos later left the company and was replaced by Alessandro Dell’Acqua who is currently working on his own line of designs.