Rouge vif la cle

Rouge vif is a women’s brand launched by ABAHOUSE INTERNATIONAL in 1995 and the original line from which the current Rouge vif la cle developed. With “sweet spice” as its theme, it offers casual wear that combines a cute look with ease of wear, and has shaped the parent brand’s core everyday style. As Rouge vif la cle expanded into a business format combining original lines with selections from cities around the world, Rouge vif remained a central presence, carrying its brand name and casual foundation. In contrast to FONCE’s polished wardrobe for a range of settings and REVISITATION’s mature direction, it is positioned as the line that clearly takes responsibility for everyday wear and approachability.

REVISITATION is a women’s brand launched by ABAHOUSE INTERNATIONAL in 2000, and is also known for being developed by designer Scott Henshall. Within Rouge vif la cle, it is treated as one of the original lines, taking a different direction from Rouge vif’s sweet casualwear and FONCE’s polished clothing suited to work and everyday life. Based on traditional British style, it incorporates mannish tailoring and ethnic influences to offer a mature wardrobe for independent women. While Anna and EMMA ROUGE VIF broaden the appeal to younger generations and everyday wear, REVISITATION is positioned as a line for mature women, distinguished by individuality and structure.

Rouge vif Anna is a sub-line that debuted in Spring/Summer 2021 under Rouge vif la cle. In contrast to the broad wardrobe offered by the parent brand’s main line, it features a different pricing structure from the regular line and a selection of items that make it easy to create an on-trend look with a single piece. It offers trend-conscious products, including coordinated sets and layered items, that make it easy to complete an outfit, and serves to broaden the entry points to Rouge vif la cle. Unlike EMMA ROUGE VIF, which focuses on femininity, this line strengthens its emphasis on ease of wear in everyday life and seasonality.

EMMA ROUGE VIF is a new brand launched in 2024 by its parent brand, Rouge vif la cle. While the parent brand proposes a broad wardrobe combining original lines and selected items, centered on polished casualwear for adults, EMMA focuses on feminine-style outfits under the concept “Feminine mood,” with an emphasis on dresses, skirts, and coordinated sets. It is characterized by a size range that also accommodates petite women and a new business format targeting younger customers. Whereas Rouge vif Anna addresses trend-consciousness and everyday wear, EMMA is positioned as a derivative brand that foregrounds feminine styling and a favorable impression.

FONCE is one of the original lines that make up Rouge vif la cle, offering a wardrobe suited to both work and private life. Its official collections include dresses, blouses, trousers, and jackets, centered on a range of pieces for every occasion, comfort, and silhouettes that flatter the body. While Rouge vif provides a casual foundation combining a cute look with ease of wear, FONCE focuses on more polished and versatile clothing, complementing the parent brand’s refined everyday wear. It is a line that emphasizes practicality, distinct from the trend-oriented style of Rouge vif Anna and the femininity of EMMA ROUGE VIF.

La cle is an independent line name forming part of Rouge vif la cle’s original product range, alongside Rouge vif, FONCE, REVISITATION, placard par rose, and others. While the broader Rouge vif la cle retail concept builds its assortment by combining original products with selected items from Japan and abroad, La cle serves to distinguish the products planned in-house within that range. Available information points to its role in expanding the composition of original products through multiple line names, rather than to a clearly defined individual concept such as Rouge vif’s casual character or FONCE’s suitability for different occasions. Within the select-shop business, it is positioned as an independent label supporting the product range.

placard par rose is a label that has been developed as one of the original lines comprising Rouge vif la cle. Alongside Rouge vif, La cle, FONCE, and REVISITATION, it helps organize the parent business’s in-house planned products under several names, separately from selected items. While Rouge vif represents the casual direction at the brand’s roots, FONCE focuses on refined styles for work and everyday life, and REVISITATION is oriented toward mature women, placard par rose is positioned as a way to broaden the range of original products through a distinct line name rather than by strongly emphasizing a specific target audience or function.