In 1952, Hubert de Givenchy created his own haute couture fashion house with backing from Louis Fontaine (owner of the Prisunic retailing giant). In 2005, the Italian designer Riccardo Tisci was named creative director of Givenchy for all women's collections. Riccardo Tisci has kept the fashion house's architectural shapes and aristocratic elegance as an influence on his style. Riccardo Tisci has added dark romantic and sensual touches in his revamping of the brand's style codes. In 2008, he was named design chief for the men's fashion line. Tisci's fusion of street wear influences, Parisian sensibilities and global motifs has transformed the Givenchy printed sweatshirts into a fashion basic and has turned up the dial on the brand's attractiveness. The Givenchy women's collection at Santa Eulalia is a diverse range of creations by this Italian brand: coats, bags and the famous sweatshirts, ankle boots, pretty blouses and dresses.