Rochas is a fashion, beauty, and perfume house founded in 1925 by French designer Marcel ROCHAS (1902-1955). ROCHAS had been known primarily for its signature perfume, "Femme," which was packaged in a pink box with black lace. The company found recent recognition for its fashion design when it chose Olivier THYSKENS as its creative director in 2002. He created an "entirely new silhouette for the house" that was French-influenced and elegant. For the next several years, Rochas continued to garner praise among fashion critics and to attract loyal followers. Rochas' clients included Nicole KIDMAN, Jennifer ANISTON and Jennifer LOPEZ. In 2006, the Council of Fashion Designers of America awarded THEYSKENS the International Award. THEYSKENS took a purer approach to fashion and did not rely on accessory sales and cheaper sister lines for a steady stream of revenue. In July 2006, Procter & Gamble announced the discontinuation of Rochas' fashion division, shocking many in the fashion industry. News emerged in 2008 that there were plans to reopen the fashion house. On November 3, 2008, Marco ZANINI was named new artistic director for the fashion house. He showed his first collection during Paris Fashion Week in February 2009. About half a century separate Marco ZANINI from the creator and founder of the house, Marcel ROCHAS. After having been Assistant at Dolce & Gabbana for their ready-to-wear line, he became Donatella VERSACE's right arm. He then relaunched the American brand of Halston. Rochas conferred the responsibility of its ready-to-wear collections upon him in 2009. In September 2013, it was confirmed that ZANINI would be leaving Rochas after five years with the brand. He would be replaced by Alessandro DELL'ACQUA who currently also designs his own line No. 21. In 2017 Rochas has made their first foray into menswear. In January the formerly only women's wear oriented label unveiled their first menswear collection, created by French designer Béatrice FERRAN.