Iconic, she marked the history of fashion forever. His stylistic imprint has ended up leaving over the years, before definitively fading in the 80’s. Rattered in 2018, it is now on all celebrities.
The fashion world is populated by sleeping woods who only ask to be awakened by a prince charming with talented designer. Thus, countless are the fashion houses which, after having known glory or even marked history, end up being died without crying. Madeleine Vionnet or Schiaparelli have all known this fatal left before reborn a few years later.
Born in 1914, this iconic French house ended up disappearing from radars in 1987 with the departure of Christian Lacroix, his ultimate artistic director. Relaunched in 2018, its Haute Couture Spring-summer 2026 parade finally gave it to the heart of all stylistic conversations. She therefore appeared in the top 5 most sought after brands on Tagwalk The week following his runway. This forgotten then resurrected house is none other than Patou.
During the Roaring Twenties, the label flourishes alongside emblematic creators such as Coco Chanel or Jeanne Lanvin. She supports women in their sports activities, their freedom of movement and their emancipation ultimately. Jean Patou even goes so far as to dress one of the best known of them: Suzanne Lenglen. Tenniswoman turned into a muse, he size tailor -made uniforms at the limit of casualness, made up of shorter skirts and high less covering than those admitted to the time.
DNA athleist And chic sportswear which has aged rather well and which is more than relevant today; This partly explains this successful rebirth. But it is also the strategic choices of the claw that give it access to this beautiful upturn. LVMH, who bought it in 2018, chooses as an artistic director a profile accustomed to revitalizing sleeping brands: Guillaume Henry. The creator is known for having given a second life to the Labels Carven and Nina Ricci. Under its creative impulse, iconic brands are born, like the “Le Patou” bag. The most prominent fashionistas have her with their arms: Camille Charrière, Flora Coquerel, Katie Holmes…
The identity of the brand is also enriched with candid joy, which detonates from a sometimes moralizing fashion sphere: “Launching a joyful claw that does not give a lesson could be a paid bet”explained Benjamin Simmenauer, professor at the French Fashion Institute, to our colleagues from World.
In advertising campaigns, models and muses smile, laugh, get dressed in malice: spontaneity that breaks the codes of a fashion reputed to be frozen on icy paper, too perfect to be true. And for the moment, it’s a great success.
