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 Proctor & 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 the 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, Proctor & Gamble announced the discontinuation of Rochas's fashion division, shocking many in the fashion industry.[2] One "long-time 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 March 12, 2007.
- ^ a b Hirschberg, Lynn. "The Shape of Jackets to Come", New York Times, 2003-11-30. Retrieved on March 12, 2007.
- ^ Mower, Sarah (2003-03-06). Rochas Runway Review (Fall 2003). Style.com. Retrieved on March 12, 2007.
- ^ Mower, Sarah (2003-10-08). Rochas Runway Review (Spring 2004). Style.com. Retrieved on March 12, 2007.
- ^ Mower, Sarah (2004-03-03). Rochas Runway Review (Fall 2004). Style.com. Retrieved on March 12, 2007.
- ^ Mower, Sarah (2004-10-10). Rochas Runway Review (Spring 2005). Style.com. Retrieved on March 12, 2007.
- ^ Mower, Sarah (2005-03-02). Rochas Runway Review (Fall 2005). Style.com. Retrieved on March 12, 2007.
- ^ Mower, Sarah (2005-10-05). Rochas Runway Review (Spring 2006). Style.com. Retrieved on March 12, 2007.
