French designer Jean Patou founded his eponymous brand in 1914. Drawing inspiration from Eastern and Balkan aesthetics, he dedicated himself to promoting women's freedom in fashion, creating garments that liberated women from constraints. He introduced dresses without corsets and urban sportswear, invented the tennis skirt, and popularized the monogram, establishing himself as a revered pioneer in the fashion industry.

In 2018, the brand was revitalized following its acquisition by the LVMH group and was renamed Patou, with Guillaume Henry appointed as the new artistic director. Guillaume opened a new chapter for the brand, creating a wardrobe that blends contemporary urban sensibility with traditional French charm. The latest 2024 autumn/winter collection focuses on meticulous silhouette cuts and sophisticated color palettes, adding a polished and elegant touch to wearable styles, embodying a refined femininity that highlights the unique French aesthetic.