Rochas
Rochas [ rɔʃas ] is a French luxury goods manufacturer from Paris, the perfume as well as ready- to-wear fashion and accessories for women and offers a part of Procter & Gamble since 2003.
Rochas was founded in 1925 by Marcel Rochas as an haute couture fashion company. Middle of the 20th century gave Marcel Rochas fashion division of the house on. Since the 1990s, there are in addition to the perfume, with interruptions, again Women's Fashion by Rochas, after there had been men's fashion for a short time.
Company History
Rochas was founded in 1925 as a fashion house of the lawyer Marcel Rochas ( 1902-1955 ) Paris. He led the company until his death Rochas. From the American Vogue, he was already in the 1930s because of its superficial resemblance to the then world- known actor Rudolph Valentino the nickname " Valentino Couture fashion ".
The first store opened in 1931 Rochas at Paris Avenue Matignon No. 12 Customers included, inter alia, Carole Lombard and Marlene Dietrich as well as numerous stars of the French film industry and Hollywood. From 1937 there was already a Rochas boutique in Manhattan, which was, however, still closed in 1938 against the import customs law for non-compliance. For Rochas worked, inter alia, Jean Cocteau, Christian Berard and Paul Poiret. Marcel Rochas was regarded as ' Designer of the youth ', as his high-priced designs were perceived as innovative and sporty at the same time very feminine and he was the youngest among the established Parisian couturiers. He is the wasp waist corset ( la Guêpière ) and the so-called mermaid gown (designed for Mae West) attributed. A recurring theme at Rochas was a white bird, often a dove. Rochas also developed innovations in the textile sector, such as a modern fabric for swimsuits. In addition to the success with fashion creations in the field of Haute Couture succeeded in 1936 with Air Jeune, Audace and Avenue Matignon, the successful placement of three women's fragrances, was then invested in a large laboratory for fragrances. The most famous fragrance by Rochas this time was composed in 1944 by the renowned perfumer Edmond Roudnitska Perfume Rochas Femme. The bottle of this perfume was inspired by a corsage that had Rochas West designed in collaboration with René Lalique for Mae. The fragrance was reissued in 1989. 1949 launched the men's cosmetics line Moustache.
Marcel Rochas in 1953 yet was even at the couture division of his company in order to focus on perfume. He died in 1955, however unexpectedly of a cerebral hemorrhage, after his death, his wife Helene Rochas led ( 1927-2011 ), whom he had married in 1944 and who was to become his muse, the company after a brief closure extremely successfully and built Rochas to a renowned perfume brand. The perfume classic Madame Rochas was created in 1960 under Helene Rochas ' line and is named after her. She was the first woman in France, the board as managing a large enterprise. Within a few years they had increased tenfold, sales of the house. In 1969 followed the scents Monsieur Rochas Eau de Rochas and (initially: Eau de Roche); the latter is available today. In the same year a perfume manufacturing facility was opened by Rochas in Poissy.
1970 sold Helene Rochas their company for the equivalent of 40 million U.S. dollars to the French pharmaceutical company Roussel Uclaf - ( now Sanofi -Aventis ), but returned from 1979 to 1989 as a consultant to Rochas back. A sale to the American cosmetics company Helena Rubinstein had been prevented by the French State. In 1980, the Rochas cosmetics range with lipsticks, nail polish and makeup etc. was launched. The Parfum Rochas SA was acquired in 1987 by Wella after Hoechst Roussel - Uclaf had bought in 1975, and merged into the Wella portfolio with the fragrance licenses Escada, Anna Sui and Gucci. Under Wella was the Rochas - license business with accessories such as eyeglasses, scarves, underwear and watches, which had been built in the early 1980, further expanded. 1990 animated Wella - ultimately with little success - with the Irish designer Peter O'Brien, the prêt-à- porter fashion division of Rochas again. Nevertheless, the perfume division mid-1990s accounted for 80 % of sales. 2002 also awarded a license in short-lived menswear line was launched by Rochas. Previously there had been only a few accessories like ties or cufflinks for men. Chief designer O'Brien left Rochas in 2003.
Rochas in 2003 was acquired by Procter & Gamble after P & G had already bought Wella. Following major investments and the employment of the young designer Olivier Theyskens ( born 1977 ), who was still recruited by Wella, in the field of fashion in the same year, despite spectacular designs and numerous awards achieved no great increase in sales, so that the field of fashion center was closed in 2006 by P & G. Shortly before, Theyskens had been honored by the Council of Fashion Designers of America for his work at Rochas with the International Award. Among the customers of the sometimes extremely high-priced Rochas fashion belonged to this time, among others Madonna, Nicole Kidman and Melissa Auf der Maur. Theyskens for Nina Ricci joined in 2006.
End of 2008, P & G announced plans to present in collaboration with the Italian fashion manufacturer Gibo SpA ( subsidiary of Onward Kashiyama Japanese Ltd. , Which also includes the Jil Sander brand ) in license again a ladies fashion line. With the Italian designer Marco Zanini chief ( b. 1971 ) - a former designer for Dolce & Gabbana and Versace - thus in 2009 achieved a successful repositioning with high-priced women's fashion. Among the myriad fragrances of the house for women and men in 2012 joined as the latest creation of the women's fragrance Les Cascades de Rochas.