Earlier this week Women’s Wear Daily reported that the House of Rochas will be shutting down and closing their doors to their ready-to-wear line. In 2003, Proctor & Gamble acquired the Rochas fashion & fragrance license from Wella. The conglomerate plans to only shutdown the fashion end of the business while keeping the fragrances (cash cow) on the market. This puts Olivier Theyskens out on the street. Its amazing how greed can cloud a companies idea of the big picture. In order for a fragrance line to be successful and maintain a growth in profit, you need some sort of press. Without a fashion house to back up the fragrance you loose that good press. Can you imagine Estee Lauder without a makeup line or Calvin Klein without a ready-to-wear line? The fashion industry is stunned by this abrupt news, from magazine editors to bloggers. So I must join the masses and put my foot down.
I will admit, when Olivier was introduced to the fashion community 6 years ago by Karl Lagerfeld. I was not impressed at first by his work. At the time Industry gossip was pinning Theyskens to become Karl’s replacement at Chanel. I gasped in horror as I found his student work and his personal line to “Lost”. While Olivier exhibited talent in his craft he was lacking in vision and aesthetic. Then Olivier was appointed to Rochas, and his first couple of collections fell victim to his inability to focus on a vision for his collection while grasping the aesthetic of Rochas.
It’s only in the last 3 years that Olivier began to really understand what was missing from his collections. Slowly Theyskens started to come out of his shell and his energy to design started came across from his work. While critics hammered him for the gothic and minimalism detailing of his looks , they were missing Theyskens’s faith of historical references and details in his looks. Slowly the press and the customers began to understand that Theyskens was producing looks that were not only fashion forward but creating fashion a new aesthetic.
So the news of Theyskens and Rochas relationship ending is certainly “Sad”, but this is a new chapter for Theyskens. Rumors are already hitting the net and magazine world. Big Question on everyone’s mind is: Where will Olivier land in the world of fashion? Vogue editor-in-Chief, Anna Wintour commented this week “If he’d (Theyskens) been with LVMH or Gucci, it would have been a different story.” – this comment was promptly followed by rumors that LVMH and Theyskens are talks of starting his own brand. This was promptly fallowed by many other outlandish rumors.
Here are some of the rumors that have popped up so far:
 | 1. Olivier and LVMH partner to create his own line. |
 | 2. Oscar De la Renta to announce retirement and name Theyskens as creative director to his namesake. |
 | 3. Richemont is creating a new brand for Phoebe Philo and name Theyskens to head Chloe (fallowing in the footsteps of Lagerfeld) |
 | 4. Ricardo Tisci to be replaced by Theyskens at Givenchy |
 | 5. Hilfiger to bring Theyskens to New York to create his own brand. |
While its fun to play with all the rumors to build up our hopes for Theyskens, in the end its evident that luck is on Olivier’s side. Sales at Rochas were up 30% and he walked away with the International designer of the Year Award from CFDA. Not to mention having the most powerful industry players in your back pocket, Karl Lagerfeld, Anna Wintour, Corrine Roitfeld, Glenda Bailey, Franca Sozzani and Grace Coddington. Anna Wintour said it best, “He (Theyskens) is in the enviable position of having many suitors.”