Jean Patou created his eponymous label in 1914 in Paris. Inspired by his travels to Balkan and other Eastern countries, the designer wanted to create clothes that freed women from constraints.

Dresses were stripped of their corsets, skirts were shortened and soon Patou distinguished himself with a new sportswear line, becoming a symbol of luxury among the elite. In 2018, Guillaume Henry became the artistic director and breathed new life into the brand, reflecting the concept of the 'extraordinary in the ordinary': every woman is infinitely precious.