Paris
France
Address
35, Rue Francois 1er
75008 Paris
France
FMD-ID
BR490
Phone
+33 01 40 69 68 00 Fax +33 01 40 69 68 30

About

founded by

Guy Laroche

belongs to

YGM Trading Ltd

about

Guy Laroche opened his own Fashion House at 37, avenue Franklin Roosevelt, Paris in 1957.

In 1961 Guy Laroche expanded his Fashion House at 29, avenue Montaigne, Paris and launched his first ready-to-wear collection.

In 1966 Guy Laroche created his first perfume FIDJI. Furthermore he launched the men’s ready-to-wear collection and opened the first GUY LAROCHE MONSIEUR boutique.

In 1973 a second opening of a GUY LAROCHE MONSIEUR boutique on the Faubourg Saint Honoré, Paris followed.

In 1974 the GUY LAROCHE DIFFUSION, the Fashion House’s new ready-to-wear line, was launched. The same year further boutiques were opened in France and internationally.

Several well-known designers have worked under Laroche. In 1957, Azzedine Alaia joined him for several years, from 1955 to 1958 Valentino worked there, and Issey Miyake was also a designer for Laroche from 1966 to 1968.

The house of Guy Laroche now has 15 boutiques and 70 licenses around the world.

In 1993 Michel Klein began designing for the house of Laroche. In 1997, he left and was followed by Israeli-born designer Alber Elbaz, who left to go to the house of Yves St. Laurent in 1998. Three other designers followed him.

The designer at Laroche since December 2001was Laetitia Hecht (born Paris 1968). Laetitia is known for her innovative and imaginative designs and she has reinvigorated the label. Just in time, because Laroche was in danger of falling off the fashion radar.

In September 2004, the Hong-Kong based textile group YGM Trading Ltd., bought the house of Laroche and to re-vitalize the label, appointed Herve Leroux as Designer. Born in 1957, he is a well-experienced designer.

In 2007 Marcel Marongiu is appointed artistic director of the Fashion House.

The Look

His first collection was one of subtle sophistication, reminiscent of Balenciaga's restrained elegance: simple tops that spread into huge bouffant skirts with baroque inspired, twisted drapes, or relaxed short evening dresses in black silk chiffon, with elegant capes bordered in satin ribbon. Later collections were more feminine, fun, and younger in feel: short puffed hems and schoolgirl dresses or delicate gathered drapes and scallop-effect necklines. Guy Laroche clothes were particularly noted for their skillful cutting and tailoring.

Who Wears It

Hillary Swank,

Perfumes

1966 Fidji (W)
1970 Eau Folle (W)
1972 Drakkar pour homme
1977 J'ai Ose Aqua (W)
1978 J'Ai Ose(W)
1978 J'Ai Ose(Baby)
1982 Drakkar Noir (M)
1986 Clandestine (W)
1986 Clandestine (M)
1993 Horizon (M)
1998 Drakkar Dynamik (M)

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