The Rochas, the critically acclaimed fashion label, ready-to-wear line, part of a small fashion division of the German cosmetics company Wella, which Procter & Gamble acquired in 2003, would be closed after its fall season.
Rochas's US $4,000 suits and dresses are designed by the young Belgian Olivier Theyskens, were an odd fit with Procter's core products, like Duracell batteries and Tide detergent.
Rochas, the Paris couture house brought back a clothing line in 1990 with the designer Peter O'Brien and later Olivier was hired in 2003.
Procter & Gamble declared it will continue making the lucrative Rochas fragrances although it does not have the resources or skills required to continue producing ready-to-wear.
Due to flinging unlimited resources at fashion shows with high expectations that the publicity will help promote more high-margin fragrance and accessories businesses led the company to close down.
Olivier's work had been well received, setting the somber color tone of the fall season and almost single-handedly bringing back the pantsuit.
He was one of the brightest young talents on an international platform had taken enormous care to build an unknown brand in a slow and methodical way and made it one of the most desirable ones in fashion in a short time.
No United States retailer had carried the Rochas collection before Olivier's arrival and after his debut and became extremely popular at Barneys.
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.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
