Geoffrey Beene started at I. Magnin, studied in France, and then moved to New York where he began his career with Sam Winston on 7th Avenue. He eventually opened Geoffrey Beene, Inc. in 1963 on 7th Avenue. He won the first of several Coty Awards in 1964. In 1968, Beene designed Lynda Bird Johnson’s wedding dress. By the early 1970s, fashion was becoming more informal, and so in 1971 he started BeeneBag, a younger, sportier version of his designs. The Geoffrey Beene Boutique label was introduced in the spring of 1972. Beene always designed relaxed, wearable clothing in the best fabrics of their type with a conscientious eye toward craftsmanship and detail. He was known for his use of knits and unstructured, unlined jackets.