Patou unveils Mother’s Day 2021 collection

By

Micaela JEUFFRAIN

Published
May 4, 2021

Patou is launching a new collection for Mother’s Day, and for Mother Nature.
 
With the 30th of May around the corner, Patou has developed a collection of eco-friendly T-shirts referencing the Paris fashion house’s own DNA; and heralding the idea of a mother’s love.

Patou’s creative director Guillaume Henry even choose to bring back the name of the first perfume created by Jean Patou in 1925: Amour Amour.
 
Inspired by this first scent, the 107-year-old maison created a collection that offers a heritage twist whilst being future-facing and sustainable: the collection is produced in 100% biological cotton with eco-friendly packaging, in line with the brand's green objectives.

Amour Amour includes two types of T-shirts; in two basic colors – black and white. Either a regular fit or with long sleeves, priced at €140 or €195 respectively. The collection has been available exclusively on Patou.com since April 30.

 
Patou, which has headquarters on Île de la Cité in Paris, barely 100 yards from Notre Dame, was relaunched in 2018 by LVMH, the giant French luxury conglomerate.
 
Nonetheless, despite its giant corporate owner, Patou emphasises its family values; its press release and web pages for Amour Amour featuring photos of mothers and fathers who work for the company in Amour Amour T-shirts with their children.
 
“Patou at home with those who make home. For the care worth caring for, for our mothers - and fathers, for the love of Patou and for our loved ones too,” read its tagline.