Rochas Makes Comeback with Pre-Fall 2011 Collection

January 11, 2011 • Fashion

Rochas Pre-Fall 2011

Here's another reason to get amped up for the pre-fall collections: For the first time since 2006, French luxury label Rochas is showing!  The pre-fall collection, which is being shown to buyers today in New York. The fashion house was shuttered in 2006 by Procter and Gamble when Olivier Theyskens, now the head at Theory, was the label's creative director. Gibò Co. SpA took over the license in 2008 and tapped designer Marco Zanini as creative director, but the house hasn't produced anything since. 

The slow incline back to business will include pre-seasons fall and resort for now.  “When we started here four seasons ago, we decided to take a very slow path to do things properly and take our time to develop the brand and its new identity,” Zanini told WWD. “We felt that now it was time for us to introduce a pre-collection. The demand was there from the buyers.”


Marco Zanini

For his debut collection, the Italian-Swedish designer chose a simple yet elegant array of charmeuse dresses, oversize wool velour coats and masculine baggy pants, calling the pieces,"clothes for a nonconformist woman who likes to combine pieces that don’t necessarily go together."

Rochas is currently distributed in about 80 stores worldwide, including Barneys New York and a slew of specialty stores. The house’s pre-fall and resort collections will be sold through Gibò’s New York and Milan showrooms, while the two main runway seasons will be shown and offered in Paris. Zanini seems confident that the Rochas comeback will make a global splash, while staying true to its French roots. “For me, Rochas is all about playing with this kind of femininity, rather than obvious sensuality and mainstream glamour," he said. "I think French women are so self-confident that they can dare to propose themselves in a less obvious way.”

-Alia Rajput

Article and Photo Source: WWD

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