Alessandro Vigilante is Rochas' new creative director

Rochas has announced its next creative director following the departure of Charles De Vilmorin. Alessandro Vigilante, a designer of Puglian origin with a background at Dolce&Gabbana, Gucci, and, since 2020, at The Attico, has taken over the creative direction of the maison and will present his first collection in February. According to Philippe Bénacin, CEO of the brand's parent company Interparfums SA, Vigilante joined the company last May and contributed to the SS24 collection. The first official presentation of Vigilante's designs for Rochas will take place during the Paris Fashion Week in February, but Bénacin stated that it will not be a runway show. The CEO of Interparfums explained that Vigilante will shape a new identity for Rochas while continuing to pay homage to the brand's Parisian roots. Luxury and wearability are two key aspects for the maison, as reminded by Bénacin to WWD, and the Italian designer's initial proposals have successfully highlighted them.

Despite his new role in Paris, Vigilante will continue producing collections for his eponymous brand based in Milan. In a statement from the maison, the designer expressed being « honored and grateful to be joining the maison Rochas and for the opportunity to build on the rich and profound heritage of the house. Rochas represents a dedication to French sophistication and a celebration of womanhood that I find incredibly inspiring. I am looking forward to conveying my vision.» The maison was founded in 1925 by Marcel Rochas and in recent years has been led creatively by Alessandro Dell'Acqua, followed by De Vilmorin, Marco Zanini, and Olivier Theyskens. The main goal of this new chapter for the maison, added Interparfums' CEO, is to bring Rochas collections to 200 high-profile points of sale around the world and establish a long-term relationship with retailers, as currently, 80% of the brand's revenue comes from the sale of the Eau de Rochas and Mademoiselle Rochas perfumes. Additionally, Bénacin announced the unveiling of a new fragrance in the maison's centennial year in 2025.