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Guy Laroche launched his eponymous couture label in 1957.

In 1966, 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. He also launched the perfume 'Fidji'.

This year saw the launch of the perfume 'Drakkar Noir', a best-seller to this day. The house soon proved to be a hotspot both in its staff and clientele: as Azzedine Alaïa and Valentino Garavani cut their teeth in the Laroche ateliers, the likes of Jane Fonda, Faye Dunaway or Mireille Darc milled around the boutiques. 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.

Guy Laroche passed away in 1989.

The creative direction of the house was passed on to several designers including Michel Klein, Alber Elbaz. In 2007, Marcel Marongiu was appointed as the creative director. The latter was chosen for his balance between confident femininity, and pared down silhouettes- echoing with Guy Laroche’s view that utter beauty lies in simplicity.