Guy Laroche Perfume
Guy Laroche was born in 1921 in the small French town of La Rochelle. Laroche began his career in the early 1940’s, as a milliner in Paris, then went to work for Jean Desses, going on to become his assistant, despite having no formal training. In 1955, he visited America to investigate new ready-to-wear manufacturing methods. In 1956, he opened his own couture house in Paris, and his first collection, shown in his apartment, was received to great acclaim making Laroche a Great Couturier overnight. This Laroche allure consisted of vibrant colours and was in contrast to the popular designs of the time, noted for their skilful cutting and tailoring.
In 1961, Laroche expanded his Fashion House in a mansion, at 29 avenue Montaigne where he launched his first Luxury Ready-to-Wear Collection and opened his first boutique at the same address. His reputation as a shrewd businessman grew and his company expanded, moving swiftly into licensing and perfumes. His first women’s fragrance Fidji, was introduced in 1966, the same year as the opening of the first Guy Laroche Monsieur boutique with the brand new men’s Ready-to-Wear collection.
During the late 1960’s Laroche sold a substantial amount of shares to L’Oreal, meaning that the perfume side of his business became a division of this company. Licensing deals throughout Europe, Asia, and South America helped maintain a high profile for Guy Laroche products, and the company was eventually sold to French pen and razor manufacturer, Société Bic.
In 1972, he introduced Drakkar, a men’s fragrance and the following year opened his second boutique. 1974 saw the launch of Guy Laroche Diffusion, his new ready-to-wear line, and in this same year he opened new boutiques both in France and abroad. His fragrance line Drakkar Noir was launched in 1982 and became an international success overnight as a must-have men’s aftershave.
In 1985, he was awarded the haute-Couture Golden Thimble for his Fall-Winter collection, a highly prestigious honour that he won again in 1989.
In this year Guy Laroche died, leaving his design house in the hands of young and gifted designers who continue to produce high quality products.
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