The famous fashion house stops producing clothes. Is this the beginning of a great revolution?

The French fashion house Rochas announced a decision that surprised the industry. The brand closes its clothing department and from now on focuses exclusively on what has been bringing it the greatest profits for years.

The fall 2025 collection, presented in March, was the last under the Rochas banner . The decision was made by the brand's owner, Interparfums , which decided it was the right time to cut off the unprofitable part of the business.

"We are proud of the legacy we are leaving behind. I would like to thank everyone for their support over the years, especially Alessandro Vigilante, who, as creative director for the past two years, has beautifully expressed the DNA of this century-old fashion house – an emblem of expressive femininity and elegance," Philippe Bénacin, president of Interparfums, wrote in a statement.

Behind these elegant words lies a simple calculation. In the first half of 2025, Rochas perfume sales reached €19.8 million. Apparel's contribution to the financial results was marginal. By comparison, the entire Interparfums group—which also owns the license for perfumes from Lacoste, Montblanc, Jimmy Choo, and Van Cleef & Arpels —achieved €447 million in revenue during the same period, recording a 5.8 percent year-on-year increase.

The Rochas fashion house has always balanced success with risk. Founded in 1925 by Marcel Rochas, it quickly gained a reputation, but after the designer's death in 1955, the fashion department was closed and the focus shifted to perfumes.

In the following decades, several attempts were made to revive the brand's clothing line. The 1980s brought a new beginning under the auspices of Wella and the creative direction of Peter O'Brien, who, however, failed to boost sales. Later, Belgian Olivier Theyskens took over, but his vision also ended in closure in 2006, when Rochas joined Procter & Gamble . He attempted to maintain the fashion arm of Interparfums the longest, starting in 2015, employing Alessandro Dell'Acqua, Charles de Vilmorin, and finally Alessandro Vigilante.

Today, Rochas is withdrawing from fashion once again —and perhaps permanently. Compared to other luxury brands, the decision is not surprising. The entire industry is experiencing turbulence, and Interparfums this month lowered its annual sales forecast to €910 million. Although perfumes are also starting to slow down, they remain the company's most reliable source of income.

Rochas, który przed laty ubierał Paryżanki w pełne wdzięku suknie, dziś zostawia im coś innego – zapach, który ma równie silną moc budowania stylu i nastroju.