Fashion

Olivier Rousteing Carries on Rabanne’s Legacy

By Jacqueline Chelliah14 juillet 2026

Rabanne, part of the Puig Group, has announced the appointment of French designer Olivier Rousteing as the brand’s creative director. This marks a new chapter for the man who was at the helm of Balmain for fourteen years.

Rabanne was the first Puig brand to exceed one billion euros in turnover in 2023 (Shutterstock)

Tuesday, 14 July, 2026, France’s Bastille Day. The timing of the announcement is no coincidence. Olivier Rousteing is joining Rabanne as creative director. The man who revolutionised Balmain over a period of fourteen years is ready to leave his mark on the legacy of a brand best known for its fragrances rather than its fashion collections.

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Founded by the fashion designer Paco Rabanne in the 1960s, it was under the leadership of the Spanish group Puig that the brand became a leading player in the fragrance sector, establishing itself as a flagship brand thanks to its eponymous perfume. The entire brand was subsequently acquired by the multinational in 1987, including its fashion and accessories divisions.

Rabanne was the first Puig brand to exceed one billion euros in turnover in 2023, driven by its flagship fragrances 1 Million, Lady Million, Invictus and Fame. Although fashion is a much smaller part of Rabanne’s business, it plays a key role in strengthening the brand’s equity. It was against this backdrop that Julien Dossena, formerly of Balenciaga, took the helm of Rabanne’s fashion collections. The designer modernised Rabanne’s heritage for over thirteen years, until the announcement of his departure at the end of June 2026.

His successor, who has 9.4 million followers in a fashion market dominated by celebrities, is both a creative visionary and a storytelling genius: “Olivier Rousteing’s artistic ability to create fashion that celebrates self-confidence and self-expression made him a natural choice for Rabanne,” explains Ana Trias, president of Puig’s “prestige and fashion” brands, in the press release announcing the appointment.

The first Rabanne fashion show under Olivier Rousteing’s leadership will take place in March 2027.

Key points:

• Olivier Rousteing has been appointed creative director of Rabanne, following fourteen years at the helm of Balmain, ushering in a new creative chapter for the fashion house, which is part of the Puig Group.

• Rabanne is a strategic pillar for Puig, particularly thanks to its fragrances: the brand exceeded one billion euros in turnover in 2023, driven by 1 Million, Lady Million, Invictus and Fame.

• Fashion remains a key driver of Rabanne’s brand image: after thirteen years under Julien Dossena, the arrival of Rousteing — who boasts 9.4 million followers — is set to strengthen the brand’s storytelling, visibility and brand equity.

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