By Alex Wynne
with contributions from Luisa Zargani
 on June 20, 2018
Federico Curradi

Rochas has named a new creative director for its men’s wear activity, which it put on hold last year after only two seasons.

The Interparfums-owned fashion house said Italian designer Federico Curradi will be charged with bringing “a new attitude” to Rochas men’s wear going forward. The brand is expected to relaunch in January 2019.

“I am sure Rochas can find its own place in the men’s wear industry and Federico has the talent to bring Rochas to a next level,” stated Interparfums Group and Rochas chief executive officer Philippe Benacin.

Curradi, a native of Florence, launched his own men’s wear label, which shows in Milan, in January 2016 at Pitti Uomo. The designer, who lives in the Florentine countryside, is also creative director of outerwear specialist Peuterey. Born in Florence in 1975, after living in New York for several years he moved back to Italy, first working at Ermanno Daelli, then as head of the men’s styling office at Ermanno Scervino and later becoming head of the men’s collection of Roberto Cavalli in 2005. A year later, he began working at Iceberg on the company’s men’s wear as a consultant. He was also Iceberg’s first men’s wear creative director, succeeded by James Long.

Rochas men’s wear was put on standby last year after Interparfums parted ways with Béatrice Ferrant after just two seasons as its head of men’s wear. Ferrant, who joined the label as artistic director in September 2016, had been tasked with resurrecting the Rochas men’s wear line after a 22-year hiatus.

As reported, during a conference call last year, Benacin revealed that Interparfums had inked a license with Onward Luxury Group, which already produces the label’s women’s ready-to-wear with Alessandro Dell’Acqua as its creative director.