Rouje, a popular womenswear brand, has made its international debut by opening its first store on South Molton Street in London’s West End. Until now, the Parisian brand, founded by Jeanne Damas in 2016, had primarily concentrated on the French market. However, the recent opening in Mayfair signifies the brand’s initial stride towards a long-term endeavour of expanding its lifestyle offerings to a global audience.
Expressing her admiration for London, Jeanne Damas, the founder of the brand, shared her longstanding affinity, citing its abundance of freedom and creativity. She also acknowledged the significant role that observing people and their street style in London plays in inspiring her own creative process.
Characterized as ‘breezy, chic, and imbued with a hint of nostalgia,’ the brand resonates with the personal style and refined fashion sensibilities of its founder. Exclusive prints are showcased to enhance delicate dresses, while lace trims adorn tops, and a combination of well-tailored denim, chunky knits, and menswear-inspired jackets all contribute to the globally recognized Parisian flair that defines the brand’s distinctive aesthetic.
In addition to clothing, the recently opened store also stocks accessories and the newly launched Les Filles En Rouje beauty line. Rouje’s sustainable practices and dedication to supporting women, including donating a percentage of its sales to La Maison Des Femmes, a French charity aiding victims of violence, should also resonate with London shoppers.
