Guy Laroche was a French fashion designer and founder of the eponymous fashion house. Born in 1921, Guy Laroche started his career as a milliner, but switched to fashion when he became the assistant of couturier Jean Desses. Laroche traveled to the United States in 1955 to study new ready-to-wear production methods, returning to Paris in 1957 to start his own label.

The label achieved instant success with its vibrantly colored haute couture with plunging necklines and bare backs. The designs were appreciated for their practical portability, and Laroche was one of the first designers to introduce separates to the US market. Laroche also started offering men's fashion in 1966.

The company's first step into the world of perfumery began with the legendary Fidji for women in 1966. Guy Laroche's first men's perfume was Drakkar in 1972, which was later eclipsed by the more successful flanker perfume Drakkar Noir in 1982.