Guy Laroche

Guy Laroche (French pronunciation: ​[ɡi laʁɔʃ]) was a French fashion designer (16 July 1921 in La Rochelle, France – 17 February 1989 in Paris) and founder of the eponymous company.

Laroche began his career in millinery and, from 1949, Laroche worked for Jean Dessès and eventually became his assistant. In 1955, he visited the US to investigate new ready-to-wear manufacturing methods. 1956 or 1957, he founded a high-fashion atelier at 37 avenue Franklin Roosevelt, Paris. In his first collection that was favorably received, he reintroduced vibrant colors such as pink, orange, coral, topaz and turquoise. His clothes also featured plunging neck and back lines. Known as being humble and gracious—as opposed to the haughty nature of most Parisian designers—he designed haute-couture but practical clothing for women. And, for the American market, he was one of the first to create separates.

In 1961, he moved to larger quarters, a townhouse at 29 avenue Montaigne, Paris; opened a boutique there; and introduced his first ready-to-wear collection.

In 1966, Laroche introduced Fidji, his first women’s fragrance; designed men's ready-to-wear; and opened the Guy Laroche Monsieur boutique. He created other fragrances as:

• 1972 Drakkar
• 1977 J'ai Osé
• 1982 Drakkar Noir
• 1986 Clandestine
• 1993 Horizon
• 1999 Drakkar Dynamik

Laroche died in Paris on 17 February 1989, at the age of 67.

In November 2007, Franco-Swedish designer Marcel Marongiu took over as Artistic Director of Guy Laroche. Marcel Marongiu just completed his third successful runway show with the AU/WI 2009 Collection.