ABOUT US

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THE STORY OF GUY LAROCHE

Mr. Guy Laroche was born in the Atlantic Port of La Rochelle, in the western part of France in 1921. Although he left school when he was young, his ultimate talent on style and fashion empowered him to seek joyful self-training and self- interest.

At the age 15, he sold his printed drawings to Yves Saint Laurent, and had proved his fashion design talent. While at the age 18, Guy Laroche became the assistant of Jean Desses, a very famous French designer back then.

From there, a genuine iconic costume designer emerged in the modern fashion field, along with numerous famous fashion designers, and began to fabricate his ideological professionalism.

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. The launch of the perfumes “Fidji” in 1966 and “Drakkar Noir” in 1982 sell by dozens of millions. The house soon proved to be a hotspot for its clientele: Jane Fonda, Faye Dunaway or Mireille Darc milled around the boutiques.

After Guy Laroche passed away in 1989, the creative direction of the house was passed on to several designers including Michel Klein, Alber Elbaz, Marcel Marongiu,  Adam Andrascik and today René Richard.

TIMELINE

1921

Birth of Guy Laroche in La Rochelle, France

1956

Guy Laroche stays in the United States to study new ready-to-wear manufacturing methods.

1961

Guy Laroche expanded his Fashion House and launched his very first ready-to-wear collection

1966

He launched his first perfume ‘FIDJI’ conquering women’s heart !

1967

Introduced men’s wear collection and opened the first Guy Laroche MONSIEUR boutique.

1972

Guy Laroche launched the first men’s fragrance ‘Drakkar’, which was eclipsed by its more successful flanker ‘Drakkar Noir’ in 1982 and ‘Clandestine’ in 1986.

1980

Guy Laroche Timepieces first appeared in early 80’s.

1986

Guy Laroche received his first Golden Thimble award from ‘The Chambre Syndicale’ for his yearly fall and winter couture collection.

1987

Guy Laroche became a “Chevalier de la Légion d’Honneur”, the highest French order of merit for military or civil merits, and received his award from Jacques Chirac (Prime Minister of France back then).

1989

Death of Guy Laroche in Paris at age 67.

NOWADAYS

Guy Laroche is a reputable French fashion brand, famed for its elegant and refined designs.

The product portfolio of high-end fashion accessories ranges from apparels (men suits, women dresses, sportswear…) fragrances, jewelleries, timepieces, eyewear, shoes and leather goods.

Guy Laroche ’s Worldwide distribution spans across North America, Europe, Middle East, Russia, Asia, South East Asia and Australia. Guy Laroche operates in over 8,000 retail stores, including the flagship store at 35, Rue Francois 1er 75008 Paris.

The brand achieves over three hundred million turnover a year.

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