Guy Laroche - A Humble Designer
Author: James Philips

Guy Laroche is the name of the French fashion designer who
founded the company Guy Laroche. His career actually began in
millinery, or in the design and creation of women's hats and the
accompanying trimming. In fact, another famous fashion designer,
Coco Chanel, began as a milliner as well.

Laroche went to work for Jean Desses in 1949, one of the
world's leading fashion designers at the time. Laroche became
his assistant, and inevitably began to pick up a lot of fashion
knowledge and experience from his renowned master. A few years
later, in 1955, Laroche went off to the United States to
investigate and learn from some of the new manufacturing methods
for ready to wear apparel in the country.

By 1956 Guy Laroche had already set up his first boutique in
Paris offering high-end fashion. His first offerings were
received favorably, introducing bold colors and fashionable but
practical clothing for women. In contrast with most of the
haughty Parisian designers of the day, Laroche also became known
as humble and gracious.

In 1961 he managed to open a larger second boutique, also in
Paris, and took the opportunity to introduce a new ready to wear
line of clothing. Laroche's business sense and creative fashion
designs quickly led him to success in the industry, and his
company to continue expanding.

The Laroche brand became available internationally through
licensed goods. The company's products found a great reception
in the Middle East. Many items such as hats, ties, bags,
nightwear, lingerie, jersey knits, and scarves were exported and
made available in hundreds of boutiques all over the globe.

Laroche's first perfume, Fidji, was designed for women and was
introduced in 1966. Over the years, Laroche also created other
fragrances, such as Jai Ose in 1977, Drakkar Noir (an aftershave
for men) in 1982, Clandestine in 1986 and Horizon men's cologne
in 1993.

Eventually, though, Guy Laroche sold many shares to L'Oréal and
Bernard Cornfeld. This led to the perfumery portion of the
company to be wholly controlled by L'Oréal. Later, the company
itself was acquired by Bic, the French razor and pen
manufacturer.


About The Author: James Philips is a staff member at
http://www.perfumecenter.com