Gustave Beer, a German by birth, started in Berlin, then moved to Paris, beginning with umbrellas and fans in 1895. However, some sources state he had a house as early as 1886 at Poissonnière Boulevard, and that he then transferred to the Avenue de l’ Opera, before moving to 7 Place Vendôme after 1900. He was the first to open a couture house on the Place Vendôme. By 1905, he was described in the American press as: “Beer, counted by many as the greatest creative genius in the dressmaking field today”. This conservative house was known for elegant dresses and fine lingerie. It was well patronized from 1900 through World War I. In 1929, Beer merged with the House of Drecoll to exist as Drecoll-Beer. From 1929 to 1930, L’Officiel shows Drecoll-Beer at 24 Place Vendôme. When Drecoll merged with Agnes in 1931, the Beer name was dropped.
Written by pastperfectvintage.com