Geoffrey Beene

Forerunner of casual-chic

Born in Louisiana in 1927, Geoffrey Beene knew early on how to impose the classic-chic style that was always so dear to him in the demanding world of fashion. He quickly became the indispensable designer of haute couture fashion shows across the United States, the darling of a wealthy high society that places paramount importance on appearance. Thanks to the judicious choice of comfortable yet sophisticated raw materials such as flannel and jersey, Geoffrey Beene reinvents silhouettes that are both casual and elegant, dressing all those in search of comfort from office to home.

In 1975, Geoffrey Beene decided to launch his first fragrance for men, called Grey Flannel. The success was immediate and the perfume instantly became a best-seller praised by critics, both for its packaging (which immediately received an elegance award), and for the juice it contains, a woody-powdery scent immediately evoking the refined sophistication of a perfectly tailored suit. Since then, Geoffrey Beene is no more, but his perfumes continue to maintain his legend.

Reinventing the modern man

In the 1970s, Geoffrey Beene wanted to add an extra touch of character to the contemporary man's uniform. Neither his fierce determination nor his creations have aged, and this vision of an ambitious man, comfortable in his time and in his own skin, is more relevant than ever. The iconic Grey Flannel and Bowling Green were designed as an integral part of the male wardrobe, much like the famous little black dress for their female counterparts. It's no coincidence that the most prominent New Yorkers have always clamored for his label, as well as women of character: none other than businesswoman and politician Nancy Reagan, and American actresses Glenn Close and Faye Dunaway among his most loyal clients, brand ambassadors... and lifelong friends.