From the link:
"When Lucien Lelong was born in Paris, on October 11, 1889, one could have said that he was destined for a life of fashion. Lucien’s father and mother owned a small couture house and in 1907, at the mere age of 18, he designed his first pieces. Two years later, he took it upon himself to redesign their shop, lining the floor, ceilings, and the walls in deep black, so that the space resembled an elegant jewel box. The first Lelong designs were featured in Vogue magazine on page 56 in January of 1913."