Rouje opens first international store in London

The Parisian brand — founded by Jeanne Damas in 2016 — has focused on France until now but the Mayfair opening is “the first step in a long-term project to expand the lifestyle brand to a global audience”.

Damas said that she’s “always been a big fan of London” and hailed its “freedom and creativity”, as well as saying she gets “a lot of my inspiration by looking at people and what they wear in the streets, especially in London”. 

She added: “I see Rouje as a lifestyle brand in the long term, so the development of the retail presence is very important, allowing clients to touch and try the clothes, making Rouje a real-life encounter.” 

The brand is described as "breezy, chic and super-feminine with a touch of nostalgia” and a reflection of its founder’s personal style and sophisticated approach to dressing. 

It features exclusive prints designed to elevate delicate dresses while tops are trimmed with lace, and chunky knits, well-cut denim and menswear-style jackets all contribute to what has become known globally as a very Parisian style of dressing.

The new store also features accessories and the new Les Filles En Rouje beauty line.

The label should also appeal to a London shopper for its sustainability commitment, as well as its vocal support for women (it donates a percentage of its proceeds each season to La Maison Des Femmes, a French charity helping women and children who have been victims of violence).