Guy Laroche to launch ‘Silver’ & ‘Casual’ diffusion lines

The same week that the Spring/Summer 2013 collections arrive on the runways in Paris, the Guy Laroche label signed a new agreement with Italian company Ittierre to create two new diffusion lines -- Guy Laroche ‘Silver' for formalwear and Guy Laroche ‘Casual'.

Debuting for Fall 2013, the collections will be designed by a team led by Guy Laroche creative director Marcel Marongiu. ‘Casual', inspired by Laroche's 1971 ‘Modern Casual' Fall-Winter collection will see pop colors and a more youthful look. The line will retail at what has been described as a "competitive" price point.

‘Silver' will apparently be inspired by traditional French elegance and is aimed at a "modern, cosmopolitan and self-assured" client. Hendrik Penndorf, CEO of Guy Laroche, described the two companies as "perfect partners," the French brand hoping that the ‘made in Italy' stamp will bring them wider commercial success.

Guy Laroche founded his original atelier in 1957. One of the first providers of separates rather than total looks, Laroche became a major name on the Parisian fashion scene and maintained control of the house until his death in 1989. In 2004 the brand was purchased by Hong Kong-based YGM Trading Ltd, which is also the owner of Aquascutum.

The two new lines will be sold directly via the Ittierre showrooms in Milan, Rome, Paris and Düsseldorf, as well as through a selective network of agents.

This agreement is the 12th license acquired by the Ittierre group and follows the deal signed with Aquascutum which was extended to a 30-year agreement in July this year. Guy Laroche joins a list of brands that includes Tommy Hilfiger Collection, Karl Lagerfeld Paris, and Costume National, all currently partnered with the Italian company.

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