The young Parisian designer Marcel Rochas was born in 1902. He founded his design house in 1925 at the tender age of 23. He wanted to design couture for elegant women and his motto was ‘Youth, simplicity and personality.’ He soon became very successful.

Rochas thought that wide shoulders enhanced women’s femininity and he emphasized these in his designs. He used capes to give gowns wide shoulders and gave his designs wide shoulders in other flattering ways. Later he designed pristine white collars which framed the face attractively.

He also thought that women’s arms were very important to their looks. He designed large sleeves. He was famous for his coat designs which had big sleeves.

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