Marcel Rochas opened his first fashion house in 1931 under the name Rochas. Today Marcel Rochas is remembered for anticipating many of the most prominent fashion trends of the 20th century. Rochas has recently received recognition for its fashion design when they chose Olivier Theyskens as their creative director in 2002. With a new artistic injection Rochas continues to get praised among fashion critics and attracts loyal followers whilst still staying true to Marcel Rochas original motto of "Youth, Simplicity, and Personality."