Marcel Rochas

Rochas is a fashion, beauty, and perfume house founded in 1925 by French designer Marcel Rochas (born 1902, died 1955) the first designer of 2/3-length coats and skirts with pockets. It is currently owned by the multinational Inter Parfums.

Rochas had been known primarily for its signature perfume, "Femme," which was packaged in a pink box with black lace.

The company found recent recognition for its fashion design when it chose Olivier Theyskens as its creative director in 2002. (In the years leading to his appointment, its clothes had not been considered notable.) Theyskens, within his first few months, created an "entirely new silhouette for the house" that was French-influenced and elegant. His first full collection, for Fall 2003, was praised by style.com as "ravishing" and "nothing short of magnificent."

For the next several years, Rochas continued to garner praise among fashion critics and to attract loyal followers. Rochas' clients included Nicole Kidman, Jennifer Aniston, Kirsten Dunst, Kate Bosworth, Jennifer Lopez, Rachel Weisz, and Sarah Jessica Parker. In 2006, the Council of Fashion Designers of America awarded Theyskens the International Award. 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. His gowns, some of which were priced upwards of $20,000, were often out of reach for all but the most fabulously wealthy. 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.

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