Couture House Maggy Rouff Relaunches
The Paris couture house Maggy Rouff, once a favorite of Grace Kelly and Maria Callas, is relaunching after decades of being dormant [https://wwd.com/fashion-news/fashion-scoops/paris-couture-house-maggy-rouff-set-for-revival-luvanis-1238660316/]. This signals a growing nostalgia for historic European luxury.
Maggy Rouff, born Marguerite de Wagner, opened her couture house in 1929 at 136 avenue des Champs Elysees in Paris. Before launching her namesake brand, she worked at Drécoll, a couture house founded by her parents. Rouff gained recognition early on by designing for starlets like Theda Barra, Pola Negri, and Greta Garbo. The house became known for its understated sportswear early in its history, later adding feminine details like ruffles and shirring. In 1937, Rouff expanded with a London outpost at 12a Stanhope Gate, Park Lane. During the German occupation of Paris, while many fashion houses closed, Maggy Rouff continued to produce designs, and Rouff wrote "La Philosophie de L'Elégance," affirming the importance of elegance even in dark times. Rouff retired in 1948, and her daughter Anne-Marie Besançon de Wagner took over. The house closed in 1965 after struggling to attract younger customers. Besides clothing, Maggy Rouff also launched several perfumes, including Secret and Euphorie. Luvanis, the company relaunching Maggy Rouff, specializes in reviving "sleeping beauty" brands. They aim to balance the brand's heritage with modern updates. Other brands in Luvanis' portfolio include Charles James, Paul Poiret, and Vionnet. Maggy Rouff also designed costumes for cinema, including "Si Versailles m'était conté" and "La Belle Américaine". Examples of Maggy Rouff designs can be found at the Metropolitan Museum of Art. Vintage Maggy Rouff clothing and accessories are available for sale at various online marketplaces.
