Rouje
France
Rouje is a Parisian womenswear and beauty brand launched online in 2016 by Jeanne Damas, the model and creative director often described as the embodiment of the Paris girl. It sells dresses, knitwear, accessories and its Les Filles en Rouje cosmetics through its website and its own stores in Paris and other French cities.
| Founded | 2016 |
|---|---|
| Founder | Jeanne Damas |
| Headquarters | Paris, France |
| First store | Rue Bachaumont, Paris (2019) |
| Beauty line | Les Filles en Rouje |
| Website | rouje.com |
What is Rouje?
Rouje is a French brand for women offering ready to wear, accessories and beauty. Its style, built around feminine dresses, prints, knitwear and denim, is closely tied to the image of its founder; the brand itself states that Rouje reflects Jeanne Damas.
History
Jeanne Damas, born in Paris in 1992, launched Rouje in 2016 as an online, direct to consumer clothing and cosmetics brand. In 2018 it met customers physically for the first time with a retail space at Galeries Lafayette Champs-Élysées, and in 2019 it opened its first store on Rue Bachaumont in the 2nd arrondissement of Paris, next to Damas's restaurant Chez Jeanne. A Rouje dress appeared in the 2021 James Bond film No Time to Die, worn by Léa Seydoux.
Products and positioning
Rouje is positioned in the premium segment of French contemporary fashion. Its offer includes:
- Dresses, tops, skirts, knitwear, coats and denim
- Swimwear and lingerie
- Bags, shoes, belts, jewellery and hair accessories
- Les Filles en Rouje beauty for lips, eyes, complexion and skin
Business model and distribution
Rouje remains primarily a digital brand, selling through its own e-commerce with free delivery above a set threshold and instalment payment options. It has added a network of own stores: three in Paris, at Bachaumont, Turenne and Victor Hugo, plus stores in Bordeaux, Montpellier, Nice and Toulouse. Ownership details beyond its founder are not published on its website.
Why it matters
Rouje is a leading example of a founder led, Instagram era French brand that turned a personal style into a lifestyle business spanning fashion and beauty. Its gradual move from online only to a store network across France shows how digital native brands use physical retail to deepen community.
Frequently asked questions
Who founded Rouje?
Rouje was founded in 2016 by Jeanne Damas, a Parisian model, designer and creative director. She launched it as an online brand for clothing and cosmetics. The brand's style closely reflects her own.
Where are Rouje stores?
Rouje has three stores in Paris, at Bachaumont, Turenne and Victor Hugo, and further stores in Bordeaux, Montpellier, Nice and Toulouse. It also sells online.