PARIS — Guy Laroche has a new creative director, WWD has learned.
Adam Andrascik has taken over the design reins from Marcel Marongiu, who had held the role since 2007, and will unveil his first collection for the label on March 4 during Paris Fashion Week.
The Central Saint Martins graduate, who has been designing under his own name since 2010, said he had taken his inspiration from the label’s archives and tried to translate that for today’s woman, describing the collection as “something dark, something romantic, something elegant, something new.
“When I talk to anyone, they have knowledge of the brand without actually knowing the type of clothing or silhouettes,” said Andrascik, adding that his role has been to “tap into that heritage without being overly reverential.”
The brand’s namesake designer, who died in 1989, was “very good at understanding where the zeitgeist was going, ingratiating himself into that and making an interesting statement from it,” Andrascik said.
“I don’t want to say [it’s a] revamp because it’s not like it’s a label that went away, 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.”
The London-based Pittsburgh native studied at the Fashion Institute of Technology and interned at labels including Proenza Schouler and Gucci before studying at Central Saint Martins under the late Louise Wilson, graduating in 2010.
He has gained acclaim for his architectural style, with his inspiration at times compared to Martin Margiela and Elsa Schiaparelli.
Andrascik has put his namesake label on hold for a year to dedicate his time to Guy Laroche, with which he began quietly collaborating in late October.
“Working for myself up to this point has been interesting, but it’s very tough to write your own language every season, to really figure out what you’re trying to say,” he commented.
“Then to come into this house and see what [Guy Laroche has] done, and be able to go ‘wow that’s such an amazing idea.’ To be able to go into that and work with those existing bases, that’s an absolute dream.”