Guy Laroche
Guy Laroche is a Paris fashion house founded in the late 1950s by designer Guy Laroche, later based on Avenue Montaigne. It is known for elegant womenswear and for fragrances such as Fidji and Drakkar Noir.
| Founded | 1956 or 1957, Paris |
|---|---|
| Founder | Guy Laroche |
| Address since 1961 | 29 Avenue Montaigne |
| Best known fragrance | Drakkar Noir (1982) |
| Website | guylaroche.com |
What is Guy Laroche?
Guy Laroche is a French fashion house founded by the designer of the same name. It presents itself as a Parisian house known for timeless elegance, bold tailoring and signature fragrances.
History
Guy Laroche opened a high fashion atelier at 37 Avenue Franklin Roosevelt in Paris in 1956 or 1957. In 1961 the house moved to a townhouse at 29 Avenue Montaigne, where it opened a boutique and introduced its first ready to wear collection. Menswear followed in 1966 with the Guy Laroche Monsieur boutique. Marcel Marongiu became artistic director in 2007, followed by Adam Andrascik in 2015.
Products and positioning
The house combined haute couture with practical separates, including pieces designed for the American market. Its fragrance history is particularly strong:
- Fidji (1966), the first women's fragrance
- Drakkar (1972) and Drakkar Noir (1982)
- J'ai Osé (1977) and Clandestine (1986)
Current brand imagery covers womenswear and menswear, handbags, jewellery, watches and optical frames.
Why it matters
Guy Laroche illustrates the classic Paris model in which a couture name gains its widest reach through fragrance and accessories.
Frequently asked questions
Who founded Guy Laroche?
The house was founded in Paris in the late 1950s by the French designer Guy Laroche.
What is Guy Laroche known for?
Guy Laroche is known for elegant Parisian womenswear and for fragrances such as Fidji and Drakkar Noir.