Patou

Patou carries the cachet of a couture house founded in 1914 by Jean Patou, the kind of historic French maison that has had names like Karl Lagerfeld, Jean Paul Gaultier and Christian Lacroix at its helm over the decades. Since LVMH relaunched the brand in 2018, the price reflects that heritage alongside the materials and hand-finishing expected of a Paris fashion house. You are buying into a lineage as much as a garment.

If you value a quietly storied French label over a loud logo, Patou is a considered choice. The revived house under LVMH sits in the more accessible bracket of luxury while keeping the couture pedigree of its founder. It rewards shoppers who want craft and provenance rather than the most recognisable name in the room.

Since the 2018 relaunch the house has built its identity around ready-to-wear with a relaxed, feminine Parisian ease, so a signature dress is the natural entry point. If you prefer an accessory, look to Le Patou Bag, the brand's first leather handbag, introduced in 2021. Either is a clean way to start with the modern Patou.

When LVMH relaunched the couture activity in 2018, it appointed Guillaume Henry as Artistic Director, and he shaped the modern Patou look for years. Henry exited the role in February 2026. The house's recent identity is very much tied to his tenure.

Yes, they are the same house. It was founded as Jean Patou in 1914 and was renamed simply Patou when LVMH relaunched the couture line in 2018. So when you see vintage Jean Patou and today's Patou, you are looking at one continuous lineage.

Joy was Patou's flagship fragrance, famously marketed as the most expensive perfume in the world from the 1929 crisis onward. After the modern relaunch, Joy was discontinued so the name could be reassigned to a new Dior product, and the house's other fragrances were retired too. It is a vivid example of how the revived Patou reset its focus toward fashion.

In September 2018, LVMH announced a strategic partnership with Designer Parfums Ltd, taking majority shares in the Jean Patou portfolio. LVMH then relaunched the couture activity under the Patou name. That backing is why the revived house has the resources of a major luxury group behind it.

From 1919 the business designed and produced haute couture, ready-to-wear and perfume. The haute couture activity was stopped in 1987, the same year the house launched an accessories line, and by 1996 the company had closed before its later revival. Today's Patou is the LVMH-era continuation of that long arc.

After founder Jean Patou's premature death in 1936, a remarkable roster led the maison, including Marc Bohan, Karl Lagerfeld, Michel Goma, Jean Paul Gaultier, Angelo Tarlazzi and Christian Lacroix. Few houses can claim such a lineup. It is part of what gives the Patou name its weight.

Treat it as you would any piece from a Paris fashion house: follow the garment's own label first, favour gentle handling and proper storage, and keep delicate fabrics away from heat and friction. Considered care protects both the silhouette and the finish. When in doubt with a special piece, a trusted specialist is worth the trip.