Patou F/W 2025.25 Paris

[vogue28]

VOGUE.COM

 

[vogue28]

VOGUE.COM

 

[Lola701]

I see a bit of early days NG for Vuitton and a bit of Sacai but overall it’s a nice proposition.

The red shearling on fake croc is tacky and I find the eveningwear quite uneventful but there are good and honest pieces.

This is what fashion from a contemporary brand should be like. A good and sensible product that feels a bit fashion.
It’s not driving any conversation but it has an undeniable retail appeal.

 

[Salvatore]

Good collection with nice pieces, but the cast brings it down.

 

[jeanclaude]

Ghesquière retro POV with that horrible "PATOU" logo fabric...

 

[nationalsalt]

I like the oversized collars and lapels, but not sure how flattering some of those boxy jackets are. E.g. Look 10, which shortens and widens even the model's torso.

 

[jeremydante]

The way I have always wanted Patou to really, really win.
I didn't like the red moments in the color story, but I am biased because I am an all-black wear-er.

 

[TomBlanksFullFatMiuMiu]

The Patou collection with Jean Campbell was my favourite from him (like an elevated Jacquemus x Agnes b). This one is a bit too current and on the nose for me, but the 60s thing is very much his Carven.

 

[oioioi]

Wonder what this totals to

 

[Lola701]

Maybe they wouldn’t have to do that if they truly pushed the brand.
I have a hard time understanding how execs can just expect contemporary brands to work if there’s no marketing or what so ever behind it.
The clothes are great but nobody knows about it, it will fail.

 

[tricotineacetat]

I might be in the minority with my opinion, but I like this BY FAR better than Rabanne and in some parts also Courrèges.

 

[disco54]

Getting rid of the famed Patou fragrances was the dumbest move EVER , they could have built a brand around it in the same way Chanel incorporated No 5 as part of the brand identity. The collection is nice and it will sell well . they need good bags and shoes now

 

[LadyJunon]

Getting rid of the famed Patou fragrances was the dumbest move EVER , they could have built a brand around it in the same way Chanel incorporated No 5 as part of the brand identity. The collection is nice and it will sell well . they need good bags and shoes now

The main reason why they even acquired Patou was to use the "Joy" brand for Dior.

 

[Lola701]

Getting rid of the famed Patou fragrances was the dumbest move EVER , they could have built a brand around it in the same way Chanel incorporated No 5 as part of the brand identity. The collection is nice and it will sell well . they need good bags and shoes now

They had no plans to reboot Patou.
It happened « by accident ». Toledano approached Toledano to take over Pucci but he wanted to do Patou instead. He presented a project (the brand being contemporary made them sign up) and they launched it. It’s basically a start up. But they never pushed it that hard.

The problem with Patou is that the previous owners totally destroyed the brand and the perfumes, including JOY are all available at a a ridiculous price on e-outlets around the world. So it would have been difficult to exploit it while preventing the negative impact of the existing Patou fragrances.

Balmain had a bit of the same issue. That’s why they waited many years and being in partnership with Estee Lauder to relaunch their fragrances.