Fashion designer Guy Laroche was born on July 16, 1921, in La Rochelle, France. After working as an assistant to Jean Desses in Paris from 1949, he moved to the United States in 1955 to study ready-to-wear. He then worked at Christian Dior, where he was known as one of the "Three Princes" along with Pierre Cardin and Yves Saint-Laurent, both of whom he worked with at the time. In 1957, he founded his own brand, Guy Laroche, and opened an atelier in Paris. He presented his first haute couture collection in Paris, gaining popularity for its simple cuts and elegant designs. He launched his ready-to-wear line in 1961 and his menswear line in 1966.

Guy Laroche's assistants included Issey Miyake of ISSEY MIYAKE and Valentino Garavani.

The perfumes "Fidji," released in 1966, and "Drakkar Noir," released in 1982, were huge hits and remain best-sellers today.

He died in Paris in 1989 at the age of 67. After that, the brand was designed by Angelo Tarlazzi, Michel Klein, Alber Elbaz, Damien Yee, and the Japanese designer Yasuyuki Ishii of Yasuyuki Ishii, but in 2007 Marcel Marongiu was appointed artistic director. The brand's first collection was presented in Paris in the 2008-09 AW season.