The Patou brand

In 1914, Jean Patou founded his eponymous fashion house at the age of 27. The Patou boutique on rue Saint-Florentin featured a "perfume bar". The house of Patou diversified into perfumery in order to overcome the difficulties of the couture industry due to the crisis of 1929. The following year, the emblematic perfume Joy was released. Reserved for the privileged due to its exorbitant price, the perfume will be called "the most expensive perfume in the world". Jean Patou wanted a fragrance that was on par with haute couture. In 2018, Patou joined the LVMH group. Today, the artistic direction is provided by Guillaume Henry.