You would think there is a shortage of fashion labels around that LVMH would seek to bring back one of the most famous fashion labels of the past…Jean Patou! You may distinctly remember ‘Joy’ the iconic perfume by Jean Patou and definitely one of the most popular scents of the 20th century. LVMH have appointed Guillaume Henry; former director of Carven and Nina Ricci to handle the resurrection of Jean Patou and 2019 will witness the debut of his vision for the fashion house.
Jean Patou was established in 1910 by Patou himself, who comes from a long line of tanners and furriers. Between the two World Wars, the brand become a staple in the Parisian and American fashion scenes. Patou was credited for making a number of fashion decisions that hugely affected the way men and woman would dress thereafter. He made the cardigan a fashion staple and invented the tennis skirt. Patou’s greatest rival at the time was none other than Coco Chanel. Patou passed away prematurely in 1936, yet his brand survived for decades…it was helmed by a succession of designers including Marc Bohan, Karl Lagerfeld, Jean Paul Gaultier, and Christian Lacroix.
One would wonder at the timing and intention behind such a revival, however, Henry is the perfect person for this role. His works with reviving Carven and designing for Nina Ricci were quite celebrated and found a celebrity following from Beyonće to Gigi Hadid. You can’t blame us for having such high expectations now.