Fashion brand Rochas has announced that it will be rejoining Interparfums as its fashion business starting next year. This decision means that Interparfums will now oversee all aspects of the brand, including marketing, communications, and licensing activities for the Rochas Fashion mainline. For the past two years, the brand had partnered with HIMCO to develop Rochas fashion.
With Interparfums taking the lead, Rochas is embarking on a new chapter in its fashion journey. The departure of Charles de Vilmorin, the previous Creative Director of Rochas, in April signaled a change in direction. While HIMCO will continue to produce the line, Interparfums will now be in charge of its management.
During the recent Paris Fashion Week, Rochas opted for a presentation rather than a full runway show. Although specific details for the upcoming Paris Fashion Week have not been released by Interparfums, it has been confirmed that Rochas will participate in the event in September. The label will showcase its Spring/Summer 2024 collection, which has been designed by the label’s own Creative Studio.
Charles de Vilmorin’s time at Rochas was relatively short-lived, lasting less than two years. His appointment as the creative director at just 24 years old surprised many in the industry when it was announced in autumn 2021. However, this move was in line with a trend at the time, with fashion brands seeking fresh and innovative creative leadership. Similar to Rochas, Ann Demeulemeester appointed Ludovic de Saint Sernin as creative director in late 2022 but ended his contract after only six months.
Interparfums acquired Rochas in 2015 and has seen several changes in head designers over the years, including Alessandro Dell’Acqua and Federico Curradi for menswear. The brand discontinued its menswear line in 2020.
For more information on Rochas and its fashion business, visit their official website here. To learn more about Interparfums and their other brand acquisitions, click here.
