The influencer-turned-designer plans to open new stores, including her first permanent U.S. location, and to rebrand and expand her beauty offering
A savvy social media presence with 1.5 million followers on Instagram, she’s clearly aware of the recent online backlash against the myth of French Girl Style from critics who say it does not reflect the diversity of the country’s population.
“I really want to reopen it, because I think it gave the place a soul,” said Damas, who grew up above her parents’ brasserie Le Square Trousseau. Though they have since sold it, she returned there for an anniversary dinner on Tuesday with friends including designers Guillaume Henry and Simon Porte Jacquemus, who grooved to French band Mauvais Oeil’s live cover of “La Vie en Rose.”
In addition, Rouje is beefing up its handbag assortment around three pillars: the sac J, Bobo and Baguette, which retail for between 260 euros and 345 euros. The brand has also expanded its outerwear range, reflecting its growing emphasis on physical retail. “It’s a really beautiful book, and it’s quite moving because we realized when we saw it that we’ve created a Rouje look,” she continued. “That’s the key to success for a brand, I think. A brand that does too many different styles and that wants to dress everyone, that has no clear identity, can very quickly get lost.”
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