Guy Laroche was a famous French fashion designer who founded his own fashion house in 1957. His label achieved instant success with the colourful haute couture and plunging neck and backlines. The designs were widely appreciated for their practicality and wearability. Laroche began offering men’s fashion in 1966.
Introducing perfumery to the brand in 1966, Laroche created his first feminine fragrance, Fidji which was the first French perfume of its kind, due to being linked to a strong image and well-known fashion creator. The scent evokes a mythical escape to the heavenly island of Fiji, underlined by the slogan "woman is an island, Fidji is her perfume" the joyful, sunny and floral scent has been well-recognised in industry and is one of the most-appreciated fragrances, internationally.
The first male fragrance, Drakkar was created in 1972, which was later elevated as Drakkar Noir in 1982. This aromatic fougere replicates the true definition of masculinity. It was the first male fragrance that was introduced, for more than a decade, reaching the statute of the mythical fragrances.