EXCLUSIVE: Patou Unveils New Visual Identity as Reboot Revs Up

PARIS — The house of Jean Patou is changing its name to simply Patou as it prepares to present its first collection in September. Unveiling the brand’s new logo and brand identity exclusively to WWD, Patou’s artistic director Guillaume Henry and chief executive officer Sophie Brocart said the aim is to introduce the label to a new generation who may have never heard of the Jazz Age couturier and his most famous creation, the perfume Joy. “From a fashion standpoint, it’s been dormant for 30 years, and 30 years is a generation. The analysis is clear: The brand speaks to a certain generation, but for a new generation, we could only relaunch it if we approach it like a start-up,” Henry said in an interview at Patou’s headquarters in Paris.   The new Patou logo.  Courtesy   The brand is set to unveil the logo today alongside a poem and the first of five short videos, directed by photographer Philippe Jarrigeon, designed to convey its values of optimism and generosity. “Patou is a promise of chic and tongue-in-cheek,” the poem reads. “We wanted the font to have a couture, feminine twist with little strokes that look almost like eyeliner,” said Henry, noting the O is slightly larger than the

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