JEAN PATOU BECOMES ‘PATOU‘ - CRASH Magazine
FASHION

JEAN PATOU BECOMES ‘PATOU‘

By Crash

Jean Patou created his eponymous brand in 1914 and with it contributed to revolutionizing womenswear by offering the first casual and sportswear pieces that were both elegant and functional. He was also the first to introduce monograms to high fashion and thus embroidered his initials to the garments. Considered a true visionary, his sudden death in 1936 at the age of forty-eight years old only lead to iconic designers carrying out his legacy and keeping the house alive. Talents such as Marc Bohan, Karl Lagerfeld, Jean-Paul Gaultier and Christian Lacroix all worked for the house at different times, each giving their take on the Jean Patou look.

Since last year, young designer Guillaume Henry has been appointed creative director of the house as a way to give it a makeover and let it live again after a hiatus. A rebirth that had to operate a couple of changes to anchor it in the present and make it relevant to the twenty-first century. So the first named has been dropped for a more effective brand name: Patou. The logo has also been altered and presents sleek black lines against a white background. Guillaume Henry’s first show working for the house will be revealed next September. Until then, stay tuned.

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