Rochas is a fashion, beauty, and perfume house founded in 1925 by French designer Marcel Rochas, born in 1902 and died in 1955, first designer of 2/3-length coats and skirts with pockets. It is currently owned by the multinational Procter & Gamble. Rochas had been known primarily for its signature perfume, 'Femme,' which was packaged in a pink box with black lace. The company found recent recognition for its fashion design when it chose Olivier Theyskens as its creative director in 2002. (In the years leading to his appointment, its clothes had not been considered notable.) Theyskens, within his first few months, created an 'entirely new silhouette for the house' that was French-influenced and elegant. His first full collection, for Fall 2003, was praised by style.com as 'ravishing' and 'nothing short of magnificent.' For the next several years, Rochas continued to garner praise among fashion critics and to attract loyal followers.