GUY LAROCHE

When Guy Laroche launched his eponymous couture label in 1957, he had a clear aim in mind: liberating women’s bodies away from the New Look, towards a comfortable, understated elegance both « refined and discreet ».

His designs marked decades: creations such as the coat-dress and the

shirt-dress continue to be a staple in women’s wardrobes today. In 1966, Guy Laroche launched « Guy Laroche Monsieur ». In 1966, our perfume for Ladies, « Fidji » is launched and in 1982, « Drakkar Noir » for men. They sold by hundreds of millions over the years and are both still successful today.

The House soon proved to be a hot spot for its clientele: Jane Fonda, Faye Dunaway or Mireille Darc milled around the boutiques. His pioneering efforts were widely acknowledged and in 1987, he is awarded the Légion d’Honneur by the French government.

After Guy Laroche passed away in 1989, the creative direction of the House was passed on to several designers including Michel Klein, Alber Elbaz, Richard René and Mathilde Castello Branco.

Year of creation : 1957