Parisian fashion brand Rouje opens first international store in London

Rouje, the Parisian fashion brand established by French designer and creative Jeanne Damas in 2016, has opened its first international store on London's South Molton Street.

The opening is described as the first step in a strategy to bring the brand to a global audience.

Best known for its floral dresses and separates, Rouje has evolved into a full lifestyle brand also offering knits, outerwear, denim, footwear, accessories and bags, as well as beauty.

The brand also has a strong focus on sustainability offering upcycled options and uses sustainable fabrics throughout its collections.

Damas said London was a logical step for the brand, which is also available to UK consumers via its website.

“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.," Damas said.

South Molton Street seems an apt location for the Parisian label with the street dominated by fellow contemporary French labels, such as BA&SH, Maje, Claudie Pierlot and Maje.

The brand has three standalone stores in Paris, plus a presence in luxury department stores such as Le Bon Marché, La Samaritaine and Galeries Lafayette. A store in New York is also in the pipeline.