A few years ago, Rouje founder Jeanne Damas noticed that Helena Christensen was wearing — and tagging — her Parisian fashion brand on Instagram. Damas DMed the model to thank her, kicking off an online friendship.
That initial digital encounter led to a campaign and a party. On Wednesday night, Damas and Christensen hosted a casual passed dinner at a friend’s Tribeca loft to celebrate Rouje’s summer 2025 campaign, starring Christensen.
“ Rouje, it was always a story of women, of encounters,” said Damas.
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A jazz trio and candles flickering throughout the room set the relaxed vibe as the two women held court on one of the couches, making space for friends like Julianne Moore, an early arrival, Nicole Ari Park, Leigh Lezark, Ivy Getty and Famke Janssen throughout the evening.
“It’s been almost 10 years that I’ve had the brand, but I never shoot with a personality, it’s always girls next door — my friends or my sister, or me,” said Damas, who founded Rouje in 2016. “ So it’s a dream come true that the first time was with Helena,” she added. “She’s such a Rouje girl. She’s her own universe. She is this supermodel, but she is also a photographer. She’s a mother. She’s a New Yorker. She has a strong personality and she has an eye, and when she dresses up, she’s really stylish — she’s not just a model who wears clothes.”
Christensen was dressed in a springy floral Rouje frock, paired with a chartreuse bandeau, for the occasion.
“We started texting each other via Instagram — the next thing, I was in Paris shooting the campaign,” said Christensen in between taking selfies and catching up with friends.
The shoot took Christensen all around Paris, including to a sculpting studio space with a glass roof designed by Gustave Eiffel’s workshop. Asked about a highlight from the day, the model offered, “the entire day.” “To be in Paris, to stay in my favorite hotel, to wear one of my favorite brands and to hang out with the cool team that day and shoot around Paris — I mean, it’s literally what makes me be so grateful to have in so many ways a dream job, you know?”