Patou – whose founder Jean Patou is credited with inventing the sleeveless, knee-length tennis dress for women – has branched out into another sport. The house has launched a mini beachwear collection and named it Patou Plage.
It is the first beach capsule from Patou, a 108-year-old house since it was re-launched as a fashion brand two years ago by luxury giant LVMH, under the direction of happening French designer Guillaume Henry. Patou Plage includes two swimsuits, a mega logo towel, hipster platform sandals, and a very large hat designed for the beach.
Back in the 1920s, Jean Patou was also the first designer to develop jersey swimsuits for women going to Deauville or Biarritz. Moreover, he is considered the first designer to have placed his monogram on sportswear. Made in France, the bathing suit’s bold logo is an insider pun by Henri, referencing the founder’s use of the monogram.
“Tick tock, Patou’s off the clock! Beach bunny, so Frenchie. Hurry up and laze!” chimes the ad for Patou Plage, launched just as beaches reopen in Europe after the Covid-19 lockdown.
Created in gold, black and white, the collection also includes mini beach baskets in wicker, and is available on the house’s website Patou.com.