If Chanel is mourning in NOIR, victim of its own global success - the cataclysm happening right now to No5 - Jean Patou opens the doors of true luxury with JOY. But outside EU. The new in-house perfumer traveled across the world to find the best qualities of flowers.
After the conference Jean Kerleo gave in Versailles about the art of Henri Alméras which I reported on this blog this spring, he explained to me how the glory of the perfume house will be restored. The new house of Jean Patou contacted Kerleo to help them finding the true qualities of precious essences used for Joy.
The desire of Jean Patou today is to rediscover the true luxury of the past, the best qualities, a concept which is opposed to the mainstream modern quality of Chanel since Bleu (however, Chanel & Guerlain are still the best at Sephora).
What is luxury today? The mega shows inside Grand Palais, bigger than anything else in fashion, or the small house of Jean Patou who cares about quality and less about numbers?
The answer is obvious and from the ashes of a wrong business model, the real luxury emerges in the world, outside Europe. This is JOY - the jewel of Jean Patou. Rose, jasmine and another flower (my favorite "secret" ingredient) in their perfection.
But the surprise is FASHION. Jean Patou has the intention to re-open the house. Karl Lagerfeld, who did his first couture collection at Patou with the K-line, said in one of his many interviews that in the 1920's it was almost impossible to say which dress was Chanel or Patou. If the philosophy of Jean Patou is respected for fashion, there will be a true revival of the past glory and an inspiration for future perfumes.
I adore Joy, but 1000 is a maybe my favorite perfume of this house with the unique osmanthus note.
The article about JOY relaunch
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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art
