At the end of July this year, Carven announced the closure of its men's clothing line. The 2017 spring and summer men's clothing series is its final work in the field of men's clothing. It also means that there will be an absent brand at the 2017 autumn and winter Paris Men's Fashion Week held in January next year. However, another old French brand, Rochas, recently announced that after 22 years away from the men's wear field, the brand appointed Béatrice Ferrant as the creative director of men's wear. Her first men's wear series after joining is expected to be released at the 2017 Autumn and Winter Paris Men's Wear Week.

Béatrice Ferrant founded the women's clothing brand Lefranc Ferrant in 2003 and serves as the creative director. Since 2007, the brand has participated in Paris Haute Couture Fashion Week as an invited guest. Prior to this, Béatrice Ferrant held important positions in a number of domestic clothing brand companies, including Sanli Clothing, Basic Editions, etc.

According to Philippe Benacin, chairman and CEO of Interparfums SA, the parent company of Rochas, he told WWD that he fell in love with Béatrice Ferrantl’s slightly rock and roll design at first sight, and said that future Rochas men’s clothing will be between formal and casual styles. This is the first garment business project created by Interparfums SA after acquiring the Rochas brand from P&G (Procter & Gamble) in 2015. In addition, a fragrance product will be launched in the winter of 2017.

Perfume is currently the brand's main business, with sales in the first half of the year reaching 13.7 million euros. The women's perfume product called "Eau de Rochas" is the best-selling product, accounting for 70% of the overall perfume sales, while the men's perfume "Rochas" "Man" accounts for 15%; as of June 30, the sales of Rochas women's clothing products currently sold in more than 200 boutiques and department stores around the world are expected to be 1.1 million euros, and Philippe Benacin hopes to increase this to about 12 million euros in the future.

The Rochas brand, founded by French designer Marcel Rochas, has had an ill-fated fate since its inception in 1925: After Marcel Rochas passed away in 1955, his wife Helene Rochas, known as the "Queen of Perfume", single-handedly built the company into a brand focusing on perfumes - until 1990, under Peter O'Brien Under the leadership of , Rochas, which had not launched haute couture works for 37 years, returned to the market.

Between 2002 and 2003, P&G acquired the ownership of Rochas perfume and ready-to-wear business after acquiring the German hairdressing company Wella. Olivier Theyskens succeeded Peter O'Brien served as the creative director of women's clothing, but the latter's insistence on the semi-advanced customization (Demi-Couture) design line led to the brand being poorly received. In 2006, P&G announced the closure of Rochas's ready-to-wear line and only retained the perfume business, which caused an uproar in the industry. In 2008, P&G authorized Italian clothing manufacturer and distributor Onward Luxury Group (formerly Gibo SpA) is responsible for restarting Rochas women's clothing and footwear business, and appointing Marco Zanini, who has worked for Dolce & Gabbana and Versace, as creative director; in 2013, No.21 founder and creative director Alessandro Dell'Acqua succeeded Marco Zanini as the new head of Rochas women's clothing design; in 2015, it owns Lanvin, Paul Interparfums SA, which has the agency rights to perfume brands such as Smith, Coach, and Van Cleef & Arpels, acquired the Rochas perfume and ready-to-wear business from P&G for US$108 million. In June this year, Interparfums SA announced its contract renewal with Onward Luxury Group, and Alessandro Dell Acqua will also continue to serve as the creative director of Rochas women's clothing.

It should be pointed out that Rochas was not completely extinct from the men's clothing market before this. Third-party companies such as Japanese comprehensive trading group Itochu (Itochu) all produce and sell Rochas customized men's clothing and accessories in the form of licensees in specific regions.