Rochas

Marcel (1902-1955). French tailor and fashion designer. He debuted in 1925, with an atelier in Paris in the Faubourg Saint-Honoré. Over the years, he gave increasing importance to shoulders, designed the Bali outfit, based on the costume of Balinese dancers, the canadienne jacket, kimono sleeves, and the guêpière or girdle. His style, young and modern, was often ahead of its time. He lived an intense life, in emotional terms — he married Hélène, his beautiful muse, a third marriage — and in economic terms, with the creation of many companies and the launch of successful perfumes: Avenue Matignon, Mouche, Moustache. His death caused a moment of crisis for the maison and the elimination of the high fashion department. Hélène took over the perfumes sector — in those years, Madame Rochas and Eau de Rochas were developed — but the process of transformation became unstoppable. In 1987, a new owner arrived, the German group Wella. In 1989, the widow Rochas left the company. The new management put a new perfume, Byzance, on the market and, in 1990, a line of women’s prêt-à-porter, with the contribution of the Irish fashion designer, Peter O’Brian. The griffe also inaugurated a line of men’s fashion.
&Quad;1999. The fragrance Rochas Man was created by Daniela Candio.
&Quad;2002. Launch of Aquawoman, created by Michel Almeiras (Robertel).
&Quad;2002, November. Olivier Theyskens accepted the offer of Wella to relaunch the image of the maison beginning with the Fall-Winter 2003-2004 collection.