Maison Jean Patou becomes Patou and unveils new brand identity

Fashion & Leather Goods


Jean Patou was acquired by LVMH to relaunch women’s ready-to-wear at the iconic French couture house. Jean Patou has now been reborn with a new name – Patou – and a new artistic director, Guillaume Henry, who will present his debut women’s ready-to-wear collection in Paris in September 2019. 

With the founding of his fashion house in 1914, Jean Patou – “the most elegant man in Europe” according to the American press – revolutionized women’s fashion. An aesthete and pioneer, Jean Patou designed simple and chic evening dresses, and introduced casual and sportswear into the woman’s wardrobe. He was also the first designer to mark his garments with an embroidered monogram of his initials.

© Patou

A visionary who lived life fast and to the fullest, Jean Patou died in 1936 when he was only 48 years old. The House, which became a fashion institution, saw a succession of illustrious designers, notably Marc Bohan (1953–1957), Karl Lagerfeld (1958–1963), Jean Paul Gaultier (1963–1974) and Christian Lacroix (1981–1987).

They are now followed by Guillaume Henry, who was named Artistic Director of Maison Jean Patou – now Patou – in September 2018. He made a name for himself at Givenchy and then Paule Ka, before taking over creative direction at Carven in 2009, and subsequently Nina Ricci in 2015.

Guillaume Henry will debut his first ready-to-wear collection for Patou in Paris in September 2019. Ahead of the much-awaited show the Maison has unveiled its new brand identity in a series of short fun video clips.