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”. 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 both in its clientele: Jane Fonda, Faye Dunaway or Mireille Darc milled around the boutiques.

In 1966, Guy Laroche launched Guy Laroche Monsieur.  www.guylaroche.com