Jeanne Damas on the Asia Launch of Her Brand Rouje and the Evolution of Her Signature Aesthetic

As the fashion designer—widely considered the epitome of the French Girl look—launches her label in Hong Kong and Singapore with Rue Madame, she shares her inspirations with Tatler

Often hailed as the originator of the French Girl aesthetic—an effortlessly cool look inspired by the street styles of Parisian women—fashion designer Jeanne Damas has amassed a large social media following over the last decade for her retro, yet timeless look. Think straight jeans; chic floral dresses; a blurred red lip; and her signature tousled fringe.

This month, Damas’s clothing and accessories brand Rouje, which she established in Paris in 2016, launches at the fashion concept store Rue Madame in Hong Kong and Singapore. Rouje offers pieces in the modern chic style Damas is celebrated for: from loose-fit blouses and slip dresses with open backs to chunky cardigans and the brand’s signature wrap dresses in bold, colourful prints.

Here, Damas tells Tatler about the launch, the evolution of the French Girl look, style tips for cooler weather and more.

Above (Photo: Courtesy of Rouje)

Why did you decide to bring Rouje to Hong Kong and Singapore?

It’s been a few years in the making. I’ve been to Japan, South Korea, mainland China and the Philippines, and I feel that Asian women enjoy my vision and the Rouje universe I created. It’s not just about the clothes, but the life you live [while wearing] the clothes.

Ariane Zagury, the founder of Rue Madame, likes to bring niche French brands to Hong Kong, and it made sense to work together.

You often wear timeless pieces with a vintage flair, but have there been any modern trends that you’ve liked or have integrated into your wardrobe?

Modernity and vintage are very similar to me, because a lot of current trends reference something from the past. When I talk about vintage, I really mean nostalgia, and reinterpreting the past and the present.

It’s also about how you wear things, and those details, which express your personal style rather than just wearing clothing items. For example, if you wear a sweater, maybe you’ll go a size up because you want to wear it baggy, push up the sleeves and add a necklace.

I never follow trends, but I am influenced by them. I said I’d never wear sneakers, but since becoming a mother [last year], now I do. If you told me two years ago that we’d make sneakers [at Rouje], I wouldn’t have believed you, but we did it.

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Above (Photo: Courtesy of Rouje)

What are you planning to wear this autumn and winter?

I’ll be wearing contrasting pieces—I like pairing leather with soft sweaters. I also want to wear a big trench coat with a big, soft leather bag, like those from the early 2000s.

Orange is my favourite colour [to wear] when I feel tired. A bit of colour on the lips usually helps me feel good too.

You’ve said previously that you want to move away from being exclusively the French Girl—are there other styles you’re inspired by?

I’m really inspired by New Yorkers. I was in New York for Fashion Week, and what people wear on the street there is so different from in Paris. People are so creative there—they can wear transparent shirts, and they don’t care. I’m not going to wear a transparent shirt, though I’m still really inspired by it. Maybe I’ll do a transparent bag for my next collection.

I also draw inspiration from anywhere. I’m inspired by Pedro Almodóvar’s films, as the Spanish women he [depicts in his films] are very strong, colourful and have contradictions in their lives.

Who is the French Girl today?

There isn’t one version, but I think there are new [types of women representing] the Parisian girl, for example the singer Crystal Murray. This new generation is more playful with their styles and chooses to live life with a free spirit. It’s really inspiring.

Above (Photo: Courtesy of Rouje)

Rouje has worked to support women’s charities—tell us more about your work on this front.

Two years ago, I met Dr Ghada Hatem, the founder of [French non-profit] La Maison des Femmes de Saint-Denis—they help women who are victims of violence. She’s such a strong woman with conviction, because she believes in what she does.

It’s really inspired me; even though people think I'm confident, I’m not [laughs]. I became known because [of my presence] online, and at the beginning it was hard to have credibility, so women like Hatem encourage me to work on my self-esteem and confidence.

Starting Rouje and having a baby have given me more to think about. This is also why I wanted to partner with her organisation, because we’re not just about making clothes, but also about helping others [In 2021, Damas became an ambassador for La Maison des Femmes de Saint-Denis].

What’s next for Rouje?

We’re planning on opening boutiques in the US, the UK and I hope Asia too. We’re also expanding our beauty line to include skincare.

Shop Rouje at Rue Madame boutiques in Hong Kong and Singapore and on ruemadame.com

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Jeanne Damas on the Asia Launch of Her Brand Rouje and the Evolution of Her Signature Aesthetic