{"id":938,"date":"2021-04-06T16:57:34","date_gmt":"2021-04-06T16:57:34","guid":{"rendered":"https:\/\/www.rochas.com\/heritage\/"},"modified":"2024-05-15T07:58:30","modified_gmt":"2024-05-15T07:58:30","slug":"heritage","status":"publish","type":"page","link":"https:\/\/www-p.rochas.com\/en\/heritage","title":{"rendered":"Heritage"},"content":{"rendered":"\n
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MARCEL ROCHAS <\/h3>\n

In the beginning Rochas was Mr Marcel Rochas. “Every current event is an excuse for me to create,” he once said. The woman, the era, the intuition… were all just right. An eye kept on a fast-changing world to accelerate the movement. This was the almost obsessional quest of the man who freed fashion from convention in the early 20th century, transforming it into a lesson in radiance and beauty for the next 30 years. <\/p>\n

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At the age of only 23, Marcel Rochas opened his couture house on Place Beauvau in Paris in 1925, before moving to Rue Matignon in 1931. The couturier brought the fresh breath of youth to haute couture. He built the wardrobe of the emancipated Parisian woman in the post-war years, whilst also creating perfumes that reflected a love affair with elegance and freedom. <\/p>\n

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Style or nothing! What matters is cutting a fine figure, the famous beautiful drape of the clothes. Rochas invented the basque, designed the mermaid evening gown, liberated women’s bodies with his \u00be coats and square shoulders, and created the Bird dress inspired by the artists of his day. Timeless classics that the couturier reinvented for every season.<\/p>\n

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Always a pioneer, Marcel Rochas democratised fashion by offered haute couture at affordable prices. An overnight success. Women flocked to buy clothes from the man whose slogan was “‘elegance, simplicity and youth”. <\/p>\n

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When Marcel Rochas met his future wife and muse, H\u00e9l\u00e8ne, on the Paris M\u00e9tro, it was love at first sight. A passion that never left him and inspired a new language of the female body, beautified instead of dramatised. The Femme perfume would be one of his greatest declarations of love.<\/p>\n <\/div>\n <\/div>\n \n \n

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