Translated by
Isabelle Crossley
Oct 3, 2019
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Rouje opens first boutique and restaurant

Translated by
Isabelle Crossley
Oct 3, 2019

Rouje, which was founded in 2016, launched its first flagship store at the end of September in Paris’ Montorgueil neighbourhood and simultaneously launched a restaurant in the adjoining space. As reported by FashionNetwork.com a few months ago, the womenswear brand has found its home at 11 bis on Rue Bachaumont. Influencer Jeanne Damas, who founded Rouje and headed the project, chose to make her foray into the restaurant business at the same time as she opened her first brick-and-mortar store for her clothing brand.

Rouje’s maiden flagship store on Rue Bachaumont, Paris Rouje - Crédit photo : Rouje.

After first launching online, Rouje began opening pop-up shops in Los Angeles and Tokyo among other cities and also opened its first permanent shop-in-shop inside Paris’ Galeries Lafayette Champs-Elysées in spring. Now the mid-range womenswear brand has a home in Paris’ Montorgueil quarter with a 200 square metre space spread across the boutique and the restaurant.

The boutique houses Rouje’s accessories line; beauty line, which was launched last year, and clothing line, which was co-founded by Jeanne Damas and Jérôme Basselier, who also heads Swildens. The bright and modern space also features a cozy and feminine fitting area and was designed by Bonpoint and Merci co-founder Marie-France Cohen and her firm Studio Démodé.

The interior of Rouje’s boutique on 11 bis Rue Bachaumont - Crédit photo : Rouje

Damas’ dual launch also confirms the new affinity between fashion brands and restaurants, also seen recently with clothing brands Maison Kitsuné and Jacquemus. As the daughter of a restauranteur, Damas has teamed up with chef Alexandre Arnal for her first culinary project. The restaurant offers a brasserie-style menu which echoes the Parisian sensibilities of her fashion brand. 

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