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Translated by
Nicola Mira
Jul 11, 2019
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French label Rouje to open first store in Paris next September

Translated by
Nicola Mira
Jul 11, 2019

In 2016, French influencer Jeanne Damas decided to create a premium ready-to-wear label called Rouje, in association with Jérôme Basselier, who is also the co-founder and CEO of womenswear label Swildens. With products ranging from wrap-front jumpers to cute flowery dresses, Rouje soon made an impact on the market, generating a revenue of nearly €2.5 million in 2017. The next step for the label, which already has 500,000 social media followers, is to open a first Parisian store next September.

Rouje has a concession at the Galeries Lafayette’s Champs-Elysées branch in Paris - Rouje

Fashion magazine L’Officiel, to which Damas gave advance news of the opening, wrote that Rouje will open a boutique-bistro in central rue Bachaumont. According to FashionNetwork.com sources, the store will be located at 11 bis, 11 ter rue Bachaumont, premises that were formerly occupied by fashion label Manoush, whose offices are still at the same street’s number 11.

The interior decoration of Rouje’s hybrid venue, still according to L’Officiel, will be curated by Marie-France Cohen, founder of luxury childrenswear label Bonpoint and of concept store Merci, launched 10 years ago, it too with its own bistro.

The Summer 2019 collection, modelled by Jeanne Damas - Rouje

Rouje was first launched as an online-only label, but since March 28 it operates a concession at the Galeries Lafayette branch on the Champs-Elysées. Besides the ready-to-wear collection, the concession features Rouje's new lipstick line and its nail varnish range. Last April, Rouje also opened a temporary store in Los Angeles, which closed down on June 30. In Japan, Rouje presented its collections at the Maison Iéna concept store in April 2018, and has been back there since May 5 this year.

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