Rochas

Born in 1902, Marcel ROCHAS opened his fashion house to the public in 1931. His customers were mainly composed of Hollywood stars of that time. After 7 decades, the Rochas fashion house was created; Rochas is still an iconic name and brand known all over the world that symbolises refinement and elegance. Most of the Rochas fragrances were discontinued due to World War II. In 1955 Marcel Rochas died at the age of 53 and soon after production would start again when Helene Rochas took over the fashion house.

Everything about Rochas from their famous perfumes to corsets and their ready to wear collection revolved around elegance simplicity and personality. Marcel Rochas initial fame came from his supple skirts and corset designs of femininity that interested him. A considered a pioneer of his time and operated with strategy and business acumen.

Some of the Rochas range of fragrances include Air Jeune, Avenue Matigon launched in1936 and latter reintroduced in 1972. It would appear that the shapes of the woman had inspired him for the creation of the bottle shape of perfume Femme launched in 1945 and latter also reintroduced in 1989. Poupee was launched in 1946, Madame Rochas was latter launched in 1960, Monsieur Rochas launched in 1969, Eau de Rochas launched in 1970, Eau de Rochas pour Homme was introduced in 1973, Macassar was launched in 1980, Lumiere was launched 1984, Globe was introduced in 1990; Tocade launched in 1994, Byzantine introduced in 1995, Tocadilly launched in 1997 and one of their later fragrances Aquaman which was launched in 2001.

The company was sold to the Germany-based Wella AG in 1987 and went back into couture with the hiring of designer Peter O'Brien in 1990. Rochas couture remained overshadowed by its increasing perfume and fragrance line even after its long anticipated wait of their 2001 spring/summer collection.

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