Rejuvenated Patou launches new ad campaign
Historic French label Jean Patou became simply Patou last spring, and has launched this winter the first advertising campaign under its new name, a poster campaign embodying the label’s revival.
Patou was bought in 2018 by the LVMH group, and for its new campaign it called on photographer Arthur Elgort, who shot model Aurore Franche in an airy, uplifting setting, an artistic take-off consistent with the rejuvenation Patou has enjoyed in 2019.
Since the spring, the label has been releasing glimpses of some of its new creations, designed by Guillaume Henry, the former creative director of Nina Ricci and Carven. It was the prelude to the presentation of Patou's first collection in September at its headquarters on the Île de la Cité, in the heart of Paris, a collection that featured discreet couture details.
“For me, Patou is joyful, Parisian and easy to wear. I did not want a big theme, but a wardrobe for women I know and work with,” said Henry, talking to FashionNetwork.com at the presentation. “I know the history of Jean Patou backwards. But I didn’t want to follow the archive, I wanted to express the man himself, who was a lover of literature,” he added.
The Patou collection is currently distributed via the label’s e-shop and over 80 stores, about 10 of them located in France, six in North America, and another 10 in the Asia-Pacific region. Patou is also available at department stores like Le Bon Marché, Hankyu, Boon, Selfridges, 10 Corso Como and Hayashi. The label, which was originally founded in 1914, also has two seasonal showcases at the Galeries Lafayette’s Haussmann and Champs-Elysées branches in Paris.
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