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Guy Laroche Enters Agreement With Ittierre

The French fashion label has signed a licensing agreement with the Italian company for the creation of two lower-priced secondary lines.

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LAROCHE SEES DOUBLE: French fashion label Guy Laroche has signed a licensing agreement with Italy’s Ittierre SpA for the creation of two lower-priced secondary lines, under the supervision of its creative director Marcel Marongiu. The license, which covers women’s and men’s ready-to-wear and leather goods, will be valid for continental Europe, Eastern Europe and the Middle East from fall 2013. The Guy Laroche “Silver” collection will consist of formalwear and is positioned as “classic and elegant,” the company said Wednesday. The Guy Laroche “Daywear” will have a sportier focus, with bright colors and an urban energy. Both will be distributed through Ittierre’s showrooms in Milan, Rome, Paris and Düsseldorf, and through a selective distribution network. Guy Laroche belongs to Hong Kong-based YGM Trading Ltd, which also owns Aquascutum. Ittierre holds a similar licensing deal with the British brand.