Jeanne Damas is Bringing Her Parisian Roots to New York City
French fashion It girl-turned-designer Jeanne Damas is bringing her French-found brand Rouje to New York City as she prepares to open its first U.S. store location.
It's one of fashion's biggest "aesthetics" that many continue to seek to emulate, even amidst an ongoing fashion era where microtrends and niche aesthetics run rampantly faster than ever before. And yet, the chic "French girl" remains a constant keyword search when compiling our monthly Pinterest mood boards.
Parisian fashion It girl-turned-designer Jeanne Damas knows a thing or two about being upheld as the image of "French girl" style. In 2016 she founded her fashion label Rouje, which has been loved by fashion enthusiasts and celebrities alike, as seen by Alexa Chung, Sienna Miller, Selena Gomez, Margot Robbie, and Elle Fanning.
With decidedly sultry silhouettes and a feminine allure, Rouje quickly became known as the go-to hot spot to shop quintessential Parisienne fashion. But as Damas explains to L'OFFICIEL, Rouje may be French-born, but it's a label that finds inspiration from a "melting pot of many different sources."
A brand for women by women, the true ethos of Rouje is rooted in its love for women, with every design meant to make a woman feel like her best self. Now, Rouje carries its French roots to the American market as it prepares to open its first U.S. brick-and-mortar in New York City — a city that has served as "a big source of inspiration" for Damas and her design team since the very beginning.
Come August 28, the Rouje store will open in SoHo, one of New York City's buzziest and most fashionable neighbourhoods. Leading up to the store opening, L'OFFICIEL spoke to Damas about expanding Rouje into the U.S. market, her biggest fashion staples, and her plans for Rouje's future.
L'OFFICIEL: Congratulations on opening your first Rouje store in the U.S.! How does it feel to expand your brand outside of Europe?
Jeanne Damas: Opening a store in New York is something I wanted to do for a long time. We wanted to do so already in 2020 but then Covid happened and the plans had to be postponed. I'm very happy to finally be able to open our first flagship store in the U.S., it's a true milestone for Rouje.
LO: Rouje's first U.S. location will be in SoHo, New York. What drew you to NYC?
JD: New York City is a big source of inspiration for me and my design team. It's funny because many people speak of us as "very French," but in reality, we get a lot of inspiration from traveling particularly to NYC. I love the vibe of the city, its freedom and this is something I see in the way women dress in NYC. In the long term, I see Rouje as a lifestyle brand, so it's important for me to make Rouje a physical experience so that the clients can feel our fabrics and try our designs to encounter the Rouje universe.
LO: Since founding Rouje, when did you know you wanted to expand into the U.S.? Was it a goal you always had?
JD: The U.S. has always been one of our biggest markets. We've done several pop-ups in LA and also in New York and the response was very enthusiastic. The location in SoHo is a dream come true, I've always said to myself, if I'd open a store in New York, SoHo would be the best Rouje location.
LO: As a Parisian fashion label, Rouje has definitely become a go-to shopping destination to master the "French Girl" style. How do you hope to translate your French roots to the U.S. market?
JD: The inspirations for Rouje collections are a melting pot of many different sources. I'm born in Paris and have always lived here, so of course I'm inspired by its vibe, its culture, its light — but there are also the things I discover on my trips: a way of how a woman carries her bag, a certain allure or by a movie or the costumes in play which I've seen. The great thing about Rouje is that the pieces are easy to adapt to one's personal style. Be it a dress in a fluid flower print, a great pair of jeans, or a nice pair of boots. It's all about one's allure and mood. At Rouje it's women designing for women and I think this is something one can feel.
LO: You also recently opened a brick-and-mortar in London. What are the biggest lessons you've learned operating stores in different countries?
JD: It takes a lot of time! I've worked with my architect, Maxime Bousquet, on the concept of the stores and the mood I want them to have. But overseeing the work in a different country can definitely be challenging.
LO: On the fashion front, are there any summer wardrobe items you're particularly excited about?
JD: For summer, definitely a slip dress or a wrap dress — there's nothing more comfortable to wear, particularly when it's hot. I also love mules, they are easy to wear and can upgrade even a very simple outfit these days I also like to wear an oversized men's style shirt on top of things — you can do a knot or wear it open over a slip dress.
LO: What are three closet staples you can't live without?
JD: I have had a uniform since I'm a teenager—my style hasn't changed much. I would say: a pair of high-waisted jeans, I love the Madelaine by Rouje, an oversized jacket like the Jacques, and a wrap dress such as our iconic Gabin dress that you can wear for any occasion - from daytime work to dinners with friends.
LO: Who are your biggest fashion influences?
JD: I love to observe what people are wearing in the streets of Paris but also on my travels - to sit on a terrasse is the best fashion show, the best way to spot trends! When I think of the new collections I always imagine how to tell stories with clothes. Cinema is a big source of inspiration particularly the strong female characters in [Pedro] Almodovar movies, Penélope Cruz in Volver for example. I love to see the allure of women before their outfits.
LO: What's the future of Rouje? Do you plan to continue opening more retail locations across the U.S. and/or other countries?
JD: Retail development is something we have been working on for a long time now. We don't want to open hundreds of stores but key cities. We will open a second flagship store in Paris and one in Bordeaux this Summer. We're also thinking of other locations in France and Europe. I'm also working on extending my beauty line "Les Filles En Rouje" with new products to be launched this fall - so stay tuned!
