Patou S/S 2022 Paris

[vogue28]

VOGUE.COM

 

[Lola701]

Patou is a great contemporary brand. Honest is the word I would describe for this brand. In terms of quality, price point or even fashion proposition, it’s just honest and coherent.

Obviously, the brand is a kind of left over of the financial operation Arnault made to acquire the name « JOY » for the Dior fragrance…And i wonder what is it/ who is it for?

The brand is not present at all for me. And I wonder how is it relevant to have logo pieces or branded merch for a brand nobody talks about.

They needs to push the marketing. Influencers are cheaper than Zendaya…

 

[TianCouture]

pat-ew

 

[perhydrol]

They needs to push the marketing. Influencers are cheaper than Zendaya…

They've been trying to do that, but the brand is still relatively unknown. And to be honest, I can't blame the audience for not knowing the brand, because the marketing is super weak. The PR-related stuff is somehow awkward as if they had no idea what to do with influencers. However, at least Henry seems to be happy at the house and, just like Di Felice, he's getting comfortable there. What's more, this collection is actually really nice and inviting. But does it justify the existence of Patou in 2021? I don't think so. It's sad that the brand is like a zombie that just keeps making some nice stuff but, thanks to the non-existing marketing, nobody really cares.

 

[thekijken]

Patou is a great contemporary brand. Honest is the word I would describe for this brand. In terms of quality, price point or even fashion proposition, it’s just honest and coherent.

Obviously, the brand is a kind of left over of the financial operation Arnault made to acquire the name « JOY » for the Dior fragrance…And i wonder what is it/ who is it for?

The brand is not present at all for me. And I wonder how is it relevant to have logo pieces or branded merch for a brand nobody talks about.

They needs to push the marketing. Influencers are cheaper than Zendaya…

correct me if read you wrongly, but Patou like the perfume JOY Patou is doing contemporary clothing business ? for how long already ? I am really not aware of this.

 

[THD96]

I like it. It's easy, straight to the point and nonchalant. I only don't like the logo pieces, but they're owned by LVMH so yeah.

I have no problem with Patou not being know everywhere, we already seen what happened when brands trying to get those billions goals. I happy with Patou being small in Paris at this moment. My favorite Parisian woman Sophie Fontanel gonna looks so chic in this.

 

[perhydrol]

correct me if read you wrongly, but Patou like the perfume JOY Patou is doing contemporary clothing business ? for how long already ? I am really not aware of this.

LVMH relaunched the clothing branch in 2017 or 2018, the first collection designed by Guillaume Henry was presented in 2019. But obviously, they were more interested in the rights to the name "Joy" as Patou's Joy has been discontinued ever since. And actually, that's how Dior got the name for their new fragrance.

 

[brandon J pierre]

I really like this. its sad that people don't no the history of this house and its connection to Chanel. He was also one of the first designers to do a perfume. Also im not sure but i think Karl Lagerfeld started here to.

 

[brandon J pierre]

LVMH relaunched the clothing branch in 2017 or 2018, the first collection designed by Guillaume Henry was presented in 2019. But obviously, they were more interested in the rights to the name "Joy" as Patou's Joy has been discontinued ever since. And actually, that's how Dior got the name for their new fragrance.

really

 

[Lola701]

They've been trying to do that, but the brand is still relatively unknown. And to be honest, I can't blame the audience for not knowing the brand, because the marketing is super weak. The PR-related stuff is somehow awkward as if they had no idea what to do with influencers. However, at least Henry seems to be happy at the house and, just like Di Felice, he's getting comfortable there. What's more, this collection is actually really nice and inviting. But does it justify the existence of Patou in 2021? I don't think so. It's sad that the brand is like a zombie that just keeps making some nice stuff but, thanks to the non-existing marketing, nobody really cares.

I think using the name Patou for this kind of clothes is better than having an unknown designer doing the same stuff on his own name. For whatever it is, the name add some kind of value to the brand.

I don’t know really about fashion influencers. the Tamara girl is the only one I know and can remember. She can dress. They should shower her with clothes.
They are obviously trying but it feels gauche. And let’s be honest, having Marc Jacobs wearing your clothes on IG is far from being an achievement.

I like it. It's easy, straight to the point and nonchalant. I only don't like the logo pieces, but they're owned by LVMH so yeah.

I have no problem with Patou not being know everywhere, we already seen what happened when brands trying to get those billions goals. I happy with Patou being small in Paris at this moment. My favorite Parisian woman Sophie Fontanel gonna looks so chic in this.

I like the idea of the brand being small and let’s be clear, LVMH doesn’t have the same billions expectations for all it brands but I also know that a decent commercial success means the brand can continue.
I think it was kind of brave to launch fashion from Patou because let’s be honest, the name today could have had maybe more impact on the beauty industry. But I guess, Dior already made 2 times at least the money they invested in buying the brand, with the sales of the perfume.

I really like this. its sad that people don't no the history of this house and its connection to Chanel. He was also one of the first designers to do a perfume. Also im not sure but i think Karl Lagerfeld started here to.

Patou is where Karl « started » indeed. He designed his first solo collections for the house. It’s also the house where Christian Lacroix started…Bernard Arnault discovered him there, through Jean Jacques Picard, and then launched the Christian Lacroix house right after.

I think that in a way, what Guillaume Henry is doing kinda echo the 80’s Lacroix silhouettes.

And yes, the name « JOY » couldn’t have been used for perfumes because Patou owned it. Patou is a property of LVMH now so they can use it as they want.

If tomorrow you wants to call your fragrance « Alien », it will be very difficult…If not, impossible lol.

 

[jeanclaude]

A century old brand like Jean Patou (direct rival of Mademoiselle Chanel) turned into this...pathetic!
But well, I don´t know why I am so shocked...Balenciaga...

 

[disco54]

They should have stuck to the fragrances line instead of axing it. Joy is an iconic fragrance. They should have incorporated it into the brand identity because that's what Patou is really famous for. Chanel no 5 is part of the Chanel DNA, I don't see why they left Joy out. The board members must be morons. Granted LVMH wanted to use the name for the Dior fragrance but Joy is quite iconic.

 

[thekijken]

LVMH relaunched the clothing branch in 2017 or 2018, the first collection designed by Guillaume Henry was presented in 2019. But obviously, they were more interested in the rights to the name "Joy" as Patou's Joy has been discontinued ever since. And actually, that's how Dior got the name for their new fragrance.

thank you for the information

this is rather weird business decision, no?
I mean Patou Joy has history has story has all those thing to sell luxury goods,
on the other hand, they don't have so much in stock for clothing, ain't they ?

 

[YohjiAddict]

He at least tried to keep it simple and straightforward, a few of the looks actually manage to capture my attention among all the logo-ed merch.

 

[Lola701]

thank you for the information

this is rather weird business decision, no?
I mean Patou Joy has history has story has all those thing to sell luxury goods,
on the other hand, they don't have so much in stock for clothing, ain't they ?

I think there were few problems with the Joy by Patou…
I don’t know who has the license for the production of the perfumes but the house Jean Patou has already a line of perfumes widely available online from various dealers. At this point, I guess the fragrance has been reformulated multiple times and so, it would have been difficult for LVMH to completely rebrand the whole operation.

The brand is now simply called « Patou », so they can still produce things under that new name with a fitted aesthetic.

How can you market a fragrance from the 30’s in a revamp for today, when it was considered the most expensive fragrance back then. There are ways obviously in the niche parfumerie but it is also mean a lot investment. Judging by the marketing for the fashion line, I doubt the money would have been put extensively for the fragrances…

Chanel N5 is an old fragrance that has been maintained thanks to it status but they have found ways to create flankers for new generations.

Patou would need a new flagship fragrance in order to revamp the business under LVMH.