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Guy Laroche
The fashion and perfume house Guy Laroche is today led by Marcel Marongiu, the brand's artistic director. He takes pleasure in making women want to dress up every day without falling into excess. Thus, he has managed to preserve the elegance of his predecessors and states that a woman does not need to disguise herself to please and feel good, there is no need to overdo it, he says.
Guy Laroche perfumes
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FougèreThe origins of the house of Guy Laroche
Guy Laroche is the name of a French couturier and designer born in July 1921 in La Rochelle. He decided to found his fashion house in Paris in 1957, and that same year he designed his first Haute Couture collection. Very quickly, Guy Laroche became known for his taste for bright colors, his innovative shapes and his embroidery. Guy Laroche was an avant-garde and bold figure who above all wanted to free women's bodies by offering them elegant yet comfortable clothing. Thus, Guy Laroche can boast of having considerably modernized French women's fashion. Throughout his career, he was able to adapt to his time. This is in fact what caught the attention of Women's Wear Daily. This famous magazine notably highlighted Guy Laroche's balloon dresses. Likewise, in terms of couture, Guy Laroche is famous for his backless dresses, notably the one worn by Mireille Darc in the film Le Grand Blond avec une Chaussure Noire. This piece of couture is today part of French heritage, which even earns it the prestige of being kept at the Louvre museum. Nevertheless, Guy Laroche's expertise does not stop there and also extends to perfumery.
The perfumes of Guy Laroche
If Guy Laroche is a name synonymous with elegance in fashion, its perfumes follow the same line. Its very first fragrance was created in 1966, barely a year after the signing of a perfume license developed in collaboration with the L'Oréal group. This was the iconic Fidji, a fragrance synonymous with strength and elegance. Moreover, it should be noted that this French perfume was the first fragrance to associate a strong image with a prestigious couturier. At that time, only Americans seemed capable of such a feat. The success of this fragrance, synonymous with escape, was immense, and it was thus followed by Drakkar in 1972, then Drakkar Noir in 1982, two other great successes of the Guy Laroche brand. Furthermore, Drakkar Noir remained the top-selling men's fragrance for more than 10 years, which earns it today the status of an iconic perfume.
While the Guy Laroche brand continues to exist today and to showcase French heritage, the couturier behind its creation passed away on February 17, 1989, in Paris. He rests alongside his parents, his brother and his sister-in-law in a cemetery near Toulouse.