Rochas: The new face in fashion

Paul McLauchlan enjoys an audience with Charles de Vilmorin, the 25-year-old designer at the helm of historic French label Rochas – the storied Parisian house that reached new heights in the 90s under the creative eye of designer Peter O’Brien

Sat, 12 Nov, 2022 - 20:49

Could a 97-year-old fashion house be the next coolest French fashion brand? Some signs point to yes. With almost a century of history under its belt, Rochas is betting on boosting its profile with the appointment of Charles de Vilmorin, a fast-rising star on the fashion circuit, as creative director.

You might know the brand from its famous Eau de Rochas perfume or celebrities like Jennifer Aniston, Nicole Kidman, and Kirsten Dunst, sporting its evening gowns on red carpets. But its history stretches back to 1925 when a 23-year-old Marcel Rochas democratised haute couture with affordable prices. He pioneered the three-quarter length coat for women and square shoulders. It was a chance meeting with his future wife Hélène on the Metro that led to the birth of the Femme fragrance.