Guy Laroche began as a humble apprentice and then went to work in New York. Back in France, he offered some drawings to Jean Dessès, who hired him in 1949.

In 1957, he opened his Maison de Couture on Avenue Franklin Roosevelt, Paris 8. He brilliantly presented 60 models, transforming the unknown into a Grand Couturier and offering a new image of women.

It was the Allure Laroche and the beginning of an immense success which led him to expand his Couture House in 1961 and move into a private mansion on Avenue Montaigne.

A symbol of this classicism and French elegance, Guy Laroche perfumes transport you into a world of timeless seduction.

In 1966, he launched Laroche Monsieur and at the same time his first perfume: Drakkar Noir. It was a huge success and still continues today. In 1982, it was the turn of the house's signature perfume: Fidji.

Guy Laroche

It was in 1957 that Guy Laroche opened his Maison de Couture, avenue Franklin Roosevelt, Paris 8. He brilliantly presented 60 models there, which transformed the unknown into a Grand Couturier and offered a new image of women. It was the Allure Laroche and the beginning of a huge success that made him expand his Couture House in 1961 and settle in a private mansion, avenue Montaigne. Symbol of this classicism and this French elegance, Guy Laroche perfumes lead you into a universe of timeless seduction. Two great classics: Drakkar Noir, all the strength and power concentrated in this fragrance for a man sure of his seduction. Fiji, the woman is an island, Fiji is her perfume. The distant escape and the search for the dream.

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