"It is my intention to try and adapt haute couture to modern requirements: to make dresses that are simple and chic." - Guy Laroche.
Guy Laroche opened his own house of couture in 1957.
Breaking with the academism and the furbelows of the post-war period, this cutter technician was to gradually impose himself, without confrontation or aloofness, as the creator of a real-life fashion; indeed, he was one of the first to create, for the United States, a collection of separates.
With an emphasis upon vibrancy and playful colour, Guy Laroche married girlishness with the sensuality of plunging neck and back lines.
His collection of fragrance would prove to be just as impactful. The iconic scent Fidji was introduced for women in 1966, followed by Drakkar Noir for men in 1982.