Guy Laroche is a fashion house founded in 1957 by the French fashion designer Guy Laroche. When Guy Laroche launched his couture label, 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 1966 the house introduced its first fragrance, Fiji. This perfume opens the way for Guy Laroche perfumes, symbols of strength and elegance. The launch of “Fidji” in 1966 and “Drakkar Noir” in 1982 sell by dozens of millions.