Rochas appoints Federico Curradi as Creative Director of men’s ready-to-wear
There is a new man at the helm of menswear at Rochas. After relaunching the men’s ready-to-wear collections in 2017 under the aegis of Béatrice Ferrant, Rochas’s owner Interparfums has picked a new designer to lead the second phase of the label’s new life. Italian Federico Curradi has in fact been appointed Creative Director of Rochas menswear, and his debut collection will be Autumn/Winter 2019-20.
Curradi will showcase his vision for Rochas at the Paris Fashion Week next January. He has notably worked in the creative studio of Ermanno Scervino from 2001 to 2005, and then at Roberto Cavalli from 2005 to 2007. Then, for eight years, he was the Creative Director of Iceberg. In 2016, he relaunched his own label, founded twenty years earlier while he worked as a knitwear consultant for Dunhill.
Curradi’s mission at Rochas is clear: to re-energise menswear, which was put on hold at the end of 2017 after his predecessor managed it for only one season. In the meantime, Interparfums has opted for a new strategy. After trying its hand for the first time at developing a fashion collection internally, the fragrance group eventually decided to license the line to Italian fashion group Onward.
Florentine-born Curradi will therefore be working with Onward, giving a very Italian feel to the Parisian label’s men’s collections. Interparfum’s new menswear approach is consistent with that adopted for womenswear, which was also licensed to Onward and is styled by Italian designer Alessandro Dell’Acqua since 2013.
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