GUY LAROCHE

Guy Laroche began his career in millinery. He went to work for Jean Desses in 1949, one of the world’s leading fashion designers at the time, becoming his assistant, and inevitably picking up fashion knowledge and experience from his renowned master. 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.