Patou first recognised the need for his fashion foresight as women found a new lease of life in the growing liberalisation of the 1920s.
He developed monograms, knit bathing suits, sportswear and enchanted women across the world with his innovative fragrances.
The crash of 1929 apparently failed to curtail his creativity, launching Joy, billed as the worlds most expensive perfume and the result of combining rare flowers to give the effect of 10,600 flowers and 28 dozen roses.
We can also thank Patou for tanning lotion after he created the first version of it, Huile Chaldee, in 1927.
The Patou perfume range went on to create a number of classic fragrances, including 1000 in 1972, lEau de Patou (1976), Sublime (1992), Un Amour de Patou (1998) and Patou For Ever (1998).
His empire has also been kept in the family – his great nephew now runs the company and aims to retain the theme of innovation and class. |
