Luxury fashion house Rochas has recently announced its decision to reunite with Interparfums after a two-year break. Starting from January 2024, Interparfums will take over the complete management of Rochas’ fashion business, including marketing, communications, and licensing activities related to the mainline of the Rochas fashion label.
In 2021, Rochas had partnered with Bergamo-based High Italian Manufacturing (HIMCO) to oversee the development of its fashion line under the guidance of former creative director Charles de Vilmorin, who departed from the company earlier this year. Interparfums initially acquired Rochas from US firm Procter & Gamble in 2015.
In a statement, Rochas confirmed that HIMCO would continue to produce the Rochas fashion line, while Interparfums would oversee the next chapter of the Rochas label. Rochas’ own creative studio will be responsible for designing the eagerly anticipated spring/summer 2024 collection, which is set to make its debut during Paris Fashion Week in September.
This announcement follows Rochas’ earlier disclosure in April about the departure of creative director Charles de Vilmorin, who had held the position for two years. De Vilmorin, succeeding Italian designer Alessandro Dell’Acqua in 2021, achieved significant milestones during his tenure, including the creation of four remarkable collections spanning from spring/summer 2022 to autumn/winter 2023.
Addressing De Vilmorin’s departure, Philippe Benancin, the CEO of Interparfums, expressed gratitude for his contributions to Rochas’ legacy, emphasizing that De Vilmorin’s creative vision would continue to shape the brand’s universe for years to come.
Meanwhile, on a broader scale, H&M, the popular fashion retailer, has also made headlines with its upcoming launch in Brazil. The move sets H&M on a path to expand its operations further into the South American market, tapping into the country’s substantial population and their avid interest in fashion.
With Brazil’s rich cultural heritage and thriving fashion industry, H&M recognizes the immense potential for growth and success in this market. By introducing its trendy and affordable fashion offerings, H&M aims to establish a strong presence and cater to the diverse style preferences of Brazilian consumers.
The decision to rejoin forces with Interparfums marks an important strategic move for Rochas, as it positions itself for continued growth and reinvigoration of its brand. Leveraging the expertise and resources of a renowned partner like Interparfums, Rochas aims to amplify its presence in the fashion industry and thrive in the ever-evolving market landscape.
As the fashion world eagerly awaits the unveiling of Rochas’ spring/summer 2024 collection during Paris Fashion Week, the industry will undoubtedly be watching closely to witness the next chapter in Rochas’ journey. With Interparfums at the helm and Rochas’ creative studio at work, fashion enthusiasts can anticipate exciting developments and a renewed sense of creativity from this esteemed luxury brand.
