Herr Gustav Beer was born in Germany around 1875. He moved to Paris and in 1905 opened the first couture house in the fashionable Place Vendome. He was afterwards followed there by almost all the great couturiers who set up shop in this same famous area. The Place Vendome became the Paris centre for great couture salons.

Beer produced feminine dresses both for day and evening wear, and was particularly popular for lingerie. Beer's clothes became so successful that he opened two more stores, one in Nizza, Italy and one in Monte Carlo.

In 1931 the house merged with Agnes-Drecoll although Beer dresses continued to be made till 1953.

It is presumed that Herr Gustav Beer must have died about that time, probably aged in his late 70's or early 80's.

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