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  • Francesco Lo Iacono


Updated: Oct 8, 2021

One of the brightest moments of Paris Fashion Week was, undeniably, the first presentation of Patou, the French heritage brand formerly known as Jean Patou, now in the wise hands of creative director Guillaume Henry.

After almost 30 years, LVMH decided to relaunch Patou as a more accessible and contemporary label, in order to reach younger shoppers, still keeping its luxury vibe. Jean Patou was previously known as a groundbreaking designer for his time, sharing the same vision towards fashion that Coco Chanel had as well.

Guillaume Henry, who successfully revitalized Carven a few years ago, found himself with a very challenging task, but the first show of Patou, proved all of his potential. First of all, the presentation was held in the Patou atelier in the heart of Paris, in a very intimate and cosy atmosphere, with seamstresses that kept working on garments, while models rocked the new collection.

Henry definitely aims to create an approachable brand with a very contemporary attitude. The first Patou collection consists of a very modern wardrobe, including jewellery, accessories and sportswear items, following the footsteps of Jean Patou.

For an LVMH label pricing will be quite affordable, with items starting at €95, and seasonal drops are expected starting next November, following a "see now, wear now" pattern.

It was a real pleasure to attend and be able to sketch during this lovely presentation, and I look forward to seeing what's coming next for Patou!

These sketches, created during the presentation, are part of my Paris Fashion Week SS20 live illustrated coverage for L'Officiel Italia.

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