Rochas
From Wikipedia, the free encyclopedia
Rochas is a fashion, beauty, and perfume house founded in 1925[1] by Marcel Rochas, the first designer of 2/3-length coats and skirts with pockets.[2] It is currently owned by Procter & Gamble.[2]
Rochas had been known primarily for its signature perfume, "Femme," which was packaged in a pink box with black lace.[3][2][1]
The company found recent recognition for its fashion design when it chose Olivier Theyskens as its creative director in 2002.[1] (In the years leading to his appointment, its clothes had not been considered notable.[3]) Theyskens, within his first few months, created an "entirely new silhouette for the house" that was French-influenced and elegant.[1] His first full collection, for Fall 2003, was praised by style.com as "ravishing" and "nothing short of magnificent."[4]
For the next several years, Rochas continued to garner praise among fashion critics[5][6][7][8][9] and to attract loyal followers. Rochas' clients included Nicole Kidman, Jennifer Aniston, Kirsten Dunst, Kate Bosworth, Jennifer Lopez, Rachel Weisz, and Sarah Jessica Parker.[2] In 2006, the Council of Fashion Designers of America awarded Theyskens the International Award.[2] 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.[1] His gowns, some of which were priced upwards of $20,000, were often out of reach for all but the most fabulously wealthy.[1] 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.[1]
In July 2006, Procter & Gamble announced the discontinuation of Rochas' fashion division, shocking many in the fashion industry.[2] One "longtime designer," commenting anonymously in the New York Times, said of the closure, "That sort of perfect, made-to-measure business can't exist today, which is really too bad. Everything is about business now, and fashion shouldn't have to follow normal economic models—that's not the point. What happened to investing in beauty?"[1]
[edit] References
- ^ a b c d e f g h Hirschberg, Lynn. "Is There A Place for Olivier Theyskens?", New York Times, 2006-08-06.
- ^ a b c d e f "House of Rochas suddenly out of fashion", Daily Telegraph, 2006-7-19. Retrieved on 2007-03-12.
- ^ a b Hirschberg, Lynn. "The Shape of Jackets to Come", New York Times, 2003-11-30. Retrieved on 2007-03-12.
- ^ Mower, Sarah (2003-03-06). Rochas Runway Review (Fall 2003). Style.com. Retrieved on 2007-03-12.
- ^ Mower, Sarah (2003-10-08). Rochas Runway Review (Spring 2004). Style.com. Retrieved on 2007-03-12.
- ^ Mower, Sarah (2004-03-03). Rochas Runway Review (Fall 2004). Style.com. Retrieved on 2007-03-12.
- ^ Mower, Sarah (2004-10-10). Rochas Runway Review (Spring 2005). Style.com. Retrieved on 2007-03-12.
- ^ Mower, Sarah (2005-03-02). Rochas Runway Review (Fall 2005). Style.com. Retrieved on 2007-03-12.
- ^ Mower, Sarah (2005-10-05). Rochas Runway Review (Spring 2006). Style.com. Retrieved on 2007-03-12.
