In 1936, the year Audace by Rochas was launched, Europe was amidst a period of social and artistic upheaval. The interwar period, marked by both economic recovery and lingering post-war tensions, saw a flourishing of avant-garde movements in art, fashion, and culture. Marcel Rochas, a prominent couturier known for his innovative designs that embraced both classic elegance and modernity, captured the spirit of this era with Audace, his new perfume creation.
Marcel Rochas deliberately chose the name "Audace" for his perfume. In French, "audace," pronounced "oh-doss," translates to "audacity" or "boldness" in English. The name suggests a perfume that embodies daring and courage, qualities highly valued in the context of the 1930s when women were increasingly asserting their independence and breaking societal norms.
For Rochas, "Audace" was not just a name but a statement. He believed that a woman's scent should precede her, making a lasting impression long before she was seen. This philosophy reflected his belief in the power of fragrance to convey confidence and allure, qualities he sought to celebrate through his creations.
To those who related to a perfume named "Audace," it would evoke images of assertive femininity and evoke feelings of empowerment. Women of the time, particularly those embracing the changing roles and freedoms offered in the modern era, would have been drawn to a scent that promised to enhance their presence and leave a memorable impression.
