LVMH'S Legendary French Perfume Brand Has Been Renamed Patou.

In 2018, the French luxury goods giant LVMH Group acquired Jean Patou, and has been working to revive the brand since then.

Now, the legendary French perfume brand is about to revive. After removing the name Jean of founder Jean Patou, it changed its name to Patou.

In the fashion world, once the founder distance himself from the same brand, their names will often be removed.

For example, Christian Dior becomes Dior; Coco Chanel becomes Chanel; Gianni Versace becomes Versace.

Obviously, shorter names sound more succinct, elegant and more international.

Short brand names are more acceptable to the public and more conducive to the promotion of product lines.

Patou also redesigned Logo. The big black font has a strong contrast with the pure white background, and a sense of freshmen is coming up.

In order to promote the new identity, Patou also filmed a video clip.

In the video clip, PATOU appears again and again, and is repeatedly written. A cat wearing a lot of PATOU words has to be impressed.

Renaissance Patou has become one of the most important plans of LVMH group.

Last October, Sophie Brocart, senior vice president of LVMH group and executive director of Nicholas Kirkwood, British luxury shoe brand, held CEO position, leading the revival of Jean Patou.

In addition, he hired designer Guillaume Henry as creative director.

In September of this year, Guillaume Henry will launch the first female garment series of Patou brand.

Author: Xu Bin