Marcel Rochas

From 1955, Rochas' wife Helene tried to take over the designing, but was not able to continue for long. Various designers have worked for the house.

In 1987 the German hair-care and cosmetics giant Wella bought the house of Rochas.

Peter O'Brien joined the house of Rochas in 1989 and since then has been the chief designer. In November 2002, it has been announced that Peter O'Brien is leaving the house of Rochas, and is being replaced by Belgian designer Olivier Theyskins.

The company found recent recognition for its fashion design when it chose Olivier Theyskens as its creative director.

For the next several years, Rochas continued to garner praise among fashion critics and to attract loyal followers. In 2006, the Council of Fashion Designers of America awarded Theyskens the International Award. However, Theyskens' focus on "demicouture" (special pieces too costly to mass-produce but which may not meet strict couture rules regarding hand-stitching and numbers of fitting) was questioned by fashion insiders as a viable business strategy. His gowns, some of which were priced upwards of $20,000, were often out of reach for all but the most fabulously wealthy. Theyskens took a purer approach to fashion and did not rely (like many fashion houses) on accessory sales and cheaper sister lines for a steady stream of revenue.

In July 2006, Procter & Gamble announced the discontinuation of Rochas' fashion division, shocking many in the fashion industry.