French Guy Laroche started in the fashion world in 1949. After a trip to the USA to learn new techniques for ready-to-wear Prêt-à-Porter, he opened his own studio in 1956 at 37 Avenue Roosevelt in Paris. His first collection was colorful, he used the colors pink, orange, coral and turquoise as a basis. Laroche designs both Haute Couture and Prêt-à-Porter. His first perfume was launched in 1966: "Fidji", after which he launched the men's perfume "Drakkar Noir".