The Morgan brand was created in 1987 by two sisters, Odette BAROUCH and Jocelyne BISMUTH. They decide to get into fashion by taking over the old lingerie workshop bought by their parents in 1967: the E. Morgan establishments. The brand opened its first store in 1988 and decided to differentiate itself from its competitors by placing love at the heart of its DNA. The brand has a signature that will quickly become famous. Very quickly the brand internationalized with, from 1991, the opening of boutiques around the world. Morgan then became the essential women's ready-to-wear brand of the 90s and the brand did not hesitate to call on many stars, photographers and models to wear its colors. In 1996, Morgan put love in the spotlight with advertising campaigns that had become cult. Star couples immortalize themselves in Morgan: Yannick and Heather Noah, Laetitia Casta and Jean Galfione, Carla Bruni and David Ginola or Estelle and David Hallyday.