Adventures to give us tachycardia. Since its creation in 1925, on the fashion side, this iconic French house has chained stops and covers. Today, all of this is definitely over.
The latest fashion week parades prove that her feminine and romantic style is more relevant than ever. However, this stylistic relevance, which allowed him to cross a hundred years, was not enough to save her. A week ago, this famous French house announced to stop its ready-to-wear collections after more than a century to reinvent itself. Its fall-winter 2025 collection will therefore be the last. But this is not the first blow for the secular house. Born in 1925, she first stopped her fashion activity in 1953, before relaunching it in 1989 and playing back and then from the market. The cleaver finally fell last week.
Iconic clothes, she created a package. Its creator is at the origin of pieces which have entered posterity. It is attributed in particular the invention of the Washer in 1945; This piece of lingerie combining bras, corset and garter belts, which sublimates the female curves, originally created for actress Mae West. These narrow links with the arts will push Marcel Rochas to create another platform piece which will crown him with glory: the siren evening dress. Among the clothing codes representative of its mantra of“Elegance, simplicity and youth” : Chantilly black lace, Bali dress or coats with square shoulder shoulders and sleeves ¾. This French house is none other than Rochas.
Many celebrities have succumbed to the popularity of the label: Marlene Dietrich, the Duchess of Windsor, Philippine Leroy-Beaulieu lengthen the list of vips. But if Rochas remains anchored in the imagination of the French; Since 2002, it has silently been marked by instability. In 20 years, artistic directors have followed one another: Olivier Theyskens, Marco Zanini, Alessandro Dell’acqua, Charles de Vilmorin, Alessandro Vigilante … Proof that “The house is still looking for the magic formula” To return to the top side, as Serge Carreira explains to our colleagues from Vogue.
At the same time, she has changed her hand several times: in the 80’s, she belongs to the group Wella Before being sold at Procter & Gamble in 2003 and to be bought by Interparfums In 2015… enough to give us an index on his destiny. Because in this uncertain context, a constant remains for the house: its cosmetics and its perfumes. The cessation of ready-to-wear therefore does not completely sign its end: it will concentrate its efforts today on its iconic juices-a strategic activity which ensures it profitability and profits.
