Founded by Marcel Rochas (1902-1955) in 1925, the label became famous for the first 2/3-lenghts coats and skirts with pockets. Rochas' signature has always been architectural and slightly decadent, like in the famous 'Bird Gown'. These days the brand caters to idiosyncratic yet fashionable young women who are looking for sumptuous off-beat glam. "Rochas is cinema, darkness, grandeur, and dreams,” current creative director and film fanatic Alessandro Dell'Acqua (1963) says. "All my life I had dreamed of heading up a French house, and I have always particularly loved the femininity of Rochas. So it's a good fit."