When Guy LAROCHE launched his eponymous couture label in 1957, he had a clear aim in mind: liberating women’s bodies away from the New Look, towards a comfortable, understated elegance both “refined and discreet”. In 1961, he moved to larger quarters, a townhouse at 29 avenue Montaigne, Paris; opened a boutique there; and introduced his first ready-to-wear collection. His designs marked decades: creations such as the coat-dress and the shirt-dress continue to be a staple in women’s wardrobes today. In 1966, Guy LAROCHE launched Guy Laroche Monsieur. The launch of the perfumes “Fidji” in 1966 and “Drakkar Noir” in 1982 sell by dozens of millions. The house soon proved to be a hotspot for its clientele: Jane FONDA or Mireille DARC milled around the boutiques. His pioneering efforts were widely acknowledged and in 1987, he is awarded the Légion d’Honneur by the French government. After Guy LAROCHE passed away in 1989, the creative direction of the house was passed on to several designers including Michel KLEIN, Alber ELBAZ and now Richard RENE.