Rochas began as a French fashion house founded by Marcel Rochas in 1925. From 1925 to 1953, when the haute couture division closed its doors, Rochas dressed women in forward-thinking fashion that also celebrated traditional feminine silhouettes. The company expanded its offerings to include fragrances, starting with a trio of perfumes, Avenue Matignon, Air Jeune and Audace, in 1934. The perfumes were taken off the market during World War 2, but this led to the production and development of the classic Femme fragrance which when launched shot to best-seller status. From there they introduced 41 fragrances which include Desir, Madame, Muse and Tocade.