LVMH

France’s luxury giant LVMH has told the AP it will revive the iconic fashion house of Jean Patou.

One of France’s most famous couturiers in between the two World Wars, Patou was credited with popularizing the cardigan, inventing the tennis skirt and killing the flapper style. His house was most closely associated with the perfume “Joy”, a rival to Chanel’s No. 5 as one of the world’s most popular fragrances.

For the relaunch, designer Guillaume Henry, who once revived Carven and