Introducing Rouje: The Wannabe French Brand
Calling all wannabe French girls, Rouje by Jeanne Damas is the brand for you.
If there are obvious arguments to problematize the whole French-girl obsession — particularly that it upholds a Eurocentric standard of beauty — it’s either lost on or ignored by Rouje’s ravenous public. It is true that in 2019, there are more consumer options than ever for people who do not fit the mold of a young woman whose every physical attribute is young, thin, and straight. But that part earlier about Rouje’s profits tripling every year for the last three years? Also true.
Titled the “French It Girl” by many, Jeanne Damas lives up to her title in every way possible by launching the Rouje香港. The model made a name for herself through her personal blog, which reflected her Parisian lifestyle, followed by a modeling contract and a clothing brand – Rouje. Damas is mostly known for her embodiment of the ideal French woman. From her signature red lip to her effortlessly sophisticated style, Damas is a certified style icon. Her street style usually involves basic items such as white blouses, denim, and black trousers, but the way she wears these simple items is what distinguishes her from the rest.
Admittedly, her fashion label is at the intersection of sophistication and sensuality. Here, nostalgic Parisienne basics come into play with a line that consists of mini-skirts, flared jeans cropped at the ankle and simple floral dresses. Naturally, anchored by the classique color palette of bleu, blanc and rouge.
The formula behind the success of the direct-to-consumer label Rouje can be summed up as so: cool Parisian girl fantasy + affordable prices + plenty of love on the ’Gram, thanks to its Insta-savvy founder Jeanne Damas. Now Rouje is applying that method to denim. The label introduced its first jeans line this month with a handful of styles inspired by vintage models. All are tailor-made to complement your best Jane Birkin imitation.
What truly makes Damas special is that she chooses to stick to her true identity in a world where everyone is trend-obsessed. Despite what goes in or out of fashion, her signature style is sure to remain unbothered.