Rochas Names Federico Curradi Men’s Creative Director

Rochas menswear was put on hold after just two seasons when Béatrice Ferrant parted ways with the house in November 2017. Now, the Interparfums-owned brand has announced Italian designer Federico Curradi as the new creative director of its menswear division.

The appointment was not taken lightly, with Philippe Benacin, chairman and CEO of Interparfums SA, telling WWD in November that his organisation had “a brief that’s rather precise”. Curradi will not only be charged with reviving Rochas menswear, which prior to Ferrant had been subject to a 22-year hiatus, he will have to work closely with Onward Luxury Group. Interparfums revealed that it had inked a license with the Italian subsidiary of Japan's Onward Holding Co. Ltd, which already produces Rochas women’s ready-to-wear with creative director Alessandro Dell’Acqua, at the end of last year.

“I am sure Rochas can find its own place in the menswear industry and Federico has the talent to bring Rochas to a next level,” Benacin commented on Curradi’s appointment and the relaunch, which is slated for January 2019.

Curradi, who was formerly head of men’s styling at Ermanno Scervino and later head of men’s collections at Roberto Cavalli, launched his own brand in January 2016 at Pitti Uomo. The designer, who lives in the Florentine countryside, is also creative director of outerwear specialist Peuterey. “It’s a real honour for me to accept the position as men’s creative director for Rochas,” he said of his new role. “The Parisian legacy and the brand’s natural yet sophisticated style are key sources of inspiration for me, and I will undoubtedly reference them as I write a new page in the brand’s history.”