Jean Patou was a contemporary of Coco Chanel whose short and enigmatic life and extensive and revolutionary work, although less known and recognized than that of Chanel, burst with flamboyant enthusiasm and of revolutionary ideas and developments that clearly distinguish him from those around him. Whether it be his understanding of the nature of diversification, marketing and promotion (both of himself and his creations), or the definition of a concept that would be recognized today Like the "brand" of a fashion house, Patou's clothes, his design style, his aesthetic attitude and his perception have significantly influenced today's fashion world and the legacy he left behind. is precious, considerable and considerably colorful! In 1912, Maison Patou was designed and 7 years later, in 1919, its first couture collection was presented. Couture fashion was rapidly evolving into an influential industry and Patou was well aware of this and keen to make his mark. The expansion of the couture phenomenon pushed Patou to seek business in America as well as France, even organizing a competition in New York in 1924 for American models to work in Paris as models for the Patou house. The media coverage was considerable and Maison Patou received immense publicity. (4 oxfordartonline) It is impossible to underestimate the cultural significance of such an event; Today's Next Top Model reality shows certainly carry a connection to Patou's vision. Another example of Patou being revolutionary in his way of thinking about fashion, he made sportswear into branded clothing. In 1925, Patou opened a boutique - Le Coins Des Sports - where each room on the ground floor was dedicated to clothing designed for a different sport. Perhaps Patou's women's tennis clothing is best known...... middle of paper ....the king of the house Jean Patou so many years after Patou's death described having seen “extraordinary things” and being taught by Mr. Gabriel who, after working with Patou, “taught me everything about fabrics.” (2) Patou's designs may be synonymous with the clean, understated beauty of simplicity, but Patou has also managed to combine this aesthetic with an altogether more glamorous, flamboyant, dazzling, sparkling aesthetic; perhaps another connection to the almost overwhelming raw beauty and dazzling light of Southern Europe and the influence of its war years. Patou was therefore able, through the use of sparkling crystals, exquisite gold and silver embroidery and luxurious silks and satins, to take an outfit from casual to glamorous - from day wear to evening wear in one alone and, once again, an indication of the future. his time he was in his concepts and his work.