Who does not know today the French brand Guy Laroche, owned by YGM Trading Ltd? It does not have boring classics, newfangled pretentious elements. His collections are distinguished by lightness, French elegance, sophistication and a sense of style.
A little history of Guy Laroche
The founder of the brand was the French fashion designer and designer Guy Laroche. He was born in La Rochelle, France, in 1921. At an early age he went to Paris and worked as an assistant to a fashion designer. Laroche started with ladies’ hats. After the war he spent 2 years in New York. On his return to Paris in 1949, he joined the house of JEAN Desses, where he worked for eight years, becoming Desses’ assistant. In 1955 he again went to the USA to study new fashion trends.
NEW GUY LAROCHE BRAND
Then, in 1957, when opening a fashion house in Paris, the couturier had a clear goal: to free the woman from the New Look by creating clothes that were comfortable, but at the same time elegant, refined and restrained.
In the same year, the legendary collection of seductive dresses with an open back appears. In 1961, having moved to 29 Avenue Montel, Laroche opened a boutique and presented a ready-to-wear collection. His first brainchild was an incredible success. Unusual bright colors (coral and turquoise, orange and pink), skillful patterns, professional tailoring, complex models, draperies, flounces, spectacular cutouts appealed to the discerning Parisian public.
Later collections become even more feminine, sensual and more fun. His ideas have survived decades: creations such as the coat dress and shirt dress continue to be a staple in women’s wardrobes to this day.
Perfumes by Guy Laroche
In 1966, Laroche, inspired by the Pacific Islands, introduced FIDJI, his first fragrance for women. It was followed by new perfumes: Drakkar, J’ai Ose, Drakkar Noir, Clandestine. Launched many years ago, Fidji and Drakkar Noir still sell tens of millions today. Strong masculine fragrance “Drakkar Noir” embodies energy, arrogance and emotionality.
House Guy Laroche
In 1973, 1974 new Guy Laroche brand stores are opened in France and abroad. Famous designers work with Laroche: Azzedine Alaia, Valentino, Issey Miyake. Learn from him, imitate him.
Guy Laroche’s style becomes more defined and refined. Haute Couture offers not simple products, but real masterpieces of famous designers. The couturier’s pioneering efforts were widely recognized, and in 1987 he was awarded the Legion of Honor by the French government. And the brand has earned several Golden Thimbles and other awards.
Guy Laroche died in 1989 at the age of 67. The Guy Laroche house today has 15 boutiques and many licensed outlets around the world. The brand’s fans are Lady Gaga, Hilary Swank, Isabelle Huppert, Emmanuelle Beart, Alicia Keys. After the death of the designer, Michel Klein, Alber Elbaz, Letitia Hecht worked in the House. In November 2007, French-Swedish designer Marcel Marongiu was named Creative Director of the Maison Guy Laroche.
Today, Guy Laroche offers both exquisite de lux clothing for women and men, as well as accessories, jewelry, bags, watches and perfumes. The company’s policy is preserved sophistication, elegance, restraint, French chic.
Jewerly by Guy Laroche
