Encouraged by Jean Cocteau, Marcel Rochas opened his first fashion house in 1931 under the name Rochas. Today Marcel Rochas is remembered as strong, influential designer with an international reputation, who anticipated many of the most prominent fashion trends of the 20th century. Rochas has found recent recognition for its fashion design when it chose Olivier Theyskens as its creative director in 2002. With new artistic injection Rochas continue to garner praise among fashion critics and to attract loyal followers whilst still staying true to Marcel Rochas original motto of 'Youth, Simplicity, and Personality.'