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Established in 1957, Guy Laroche is an eponymous brand founded by the French fashion designer. While creating the brand, the founder had a clear aim in mind: liberating women's bodies away from the New Look, towards a comfortable, understated elegance both "refined and discreet". He wished to update both the old tradition and the end product - but never, ever undermine its quality.

Soon, Guy Laroche launched Guy Laroche Monsieur, an equally emancipated line that offered flannel jackets, shirt jackets, and that paired corduroy suits with turtle neck sweaters. The company also started making perfumes. In 1987, the designer was awarded the Légion d'Honneur by the French government. Today, the company is led by its creative director Marcel Marongiu.

Awards and Accolades

Monsieur Laroche's approach to the business was also modern: he presented shorter collections, not only in Paris but all over the world - Lebanon, Tunisia, Japan, Iran, Turkey. He wished to build personal relations with his customers round the globe. His pioneering efforts were widely acknowledged and in 1987, he was awarded the Légion d’Honneur by the French government.