Guy Laroche has hired London-based, Pittsburgh-raised designer Adam Andrascik as its new creative director. A rep for the company confirmed the appointment. Andrascik, who WWD reports has been working quietly at Guy Laroche since October, replaces Marcel Marongiu, who had been at the brand since 2007. Andrascik will present his first collection on March 4th in Paris.
Andrascik graduated from Central Saint Martins in 2010 (in the same class with Simone Rocha, Thomas Tait and Jackie Lee, among others) and debuted his first collection at Paris Fashion Week in September under his own name in 2014. He graduated from FIT in 2006 and interned at Gucci and Proenza Schouler before heading to London.
“I don’t want to say [it’s a] revamp because it’s not like it’s a label that went away," said Andrascik to WWD, "but it’s a reimagining of what [Guy Laroche’s] ethos would be now, who the customer would be now for this kind of idea.”
Guy Laroche, the French couture designer, died in 1989. His designs were widely copied by American retailers on trend scouting trips abroad to Paris in the '50s and '60s. Laroche started his career as an assistant to Jean Desses, who informed his preference for soft, pretty and wearable clothes that continued throughout his career. ''I always thought of him in relation to Jean Desses, who was known for his chiffons," said designer Bill Blass to the New York Times at the time of Laroche's death.
Andrascik is the latest in a string of designers charged with reinvigorating the designer's legacy. Since Laroche's death, a number of designers have taken the reins creatively, including Angelo Tarlazzi (1989-1993), Michel Klein (1994-1995), Alber Elbaz (1996-1998), Ronald van der Kemp (1998-1999), Sophia Sitbon (1999-2001), Mei Zaio Zhou (2001), Laetitia Hecht (2002-2004), Herve Leroux (2004-2006), Damien Yee (2006-2007) and Marcel Marongui (2008-2015). Today the designer's name is perhaps most associated with very successful fragrances, of which there have been many since the first one debuted in 1966. The brand is owned by YGM Trading Ltd., a publicly traded firm in Hong Kong that owns several lucrative licenses.