Fragrance house

Morgan de Toi

Morgan de Toi is a French fashion brand rooted in Paris and created in 1987 by sisters Odette Barouch and Jocelyne Bismuth, who took over their parents’ former lingerie workshop, E. Morgan, acquired by the family in 1967. After opening its first store in 1988, the brand placed love at the center of its identity, using the heart as a key visual symbol and adopting the “Morgan de Toi” signature. It began opening boutiques outside France in 1991, then shaped its public image through advertising campaigns centered on love from 1996, featuring couples including Yannick and Heather Noah, Laeticia Casta and Jean Galfione, Carla Bruni and David Ginola, and Estelle and David Hallyday. Groupe Beaumanoir acquired Morgan in 2009 and currently lists it among its brands. Today, Morgan is described as an urban women’s ready-to-wear label combining fashion and femininity, with an identity associated with glamour, modernity, elegance, and confidence.