Jean Patou was a contemporary of Coco Chanel whose short, enigmatic life and vast, innovative work, although not as well known and recognized as Chanel's, burst with flamboyant enthusiasm and revolutionary ideas and developments that clearly distinguish him from those around him. Whether in his understanding of the nature of diversification, marketing and promotion (of both himself and his creations), or in defining a concept that today would be recognized as the "brand" of a fashion house, Patou's garments, 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 remarkably colorful! In 1912 the House Of Patou was conceived and 7 years later, in 1919, its first couture collection was presented. Couture fashion was rapidly evolving into an influential industry and Patou was all too aware of this and eager 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 Patou house models. Press coverage was extensive and the house of Patou garnered immense publicity. (4 oxfordartonline) It is impossible to underestimate the cultural significance of such an event; Today's Next Top Model reality shows definitely have a connection to Patou's vision. Another example of Patou being revolutionary in the way he thought about fashion was transforming sportswear into designer clothing. In 1925 Patou opened a boutique - Le Coins Des Sports - where each room on the ground floor was dedicated to garments designed for a different sport. Perhaps Patou's women's tennis clothing is the best known...... middle of paper.. ....re home Jean Patou many years after Patou's death described having seen "extraordinary things" and to have been tutored by Mr Gabriel who, having worked 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 one; 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 transform an outfit from casual to glamorous: from day to evening in one and, once again, a indication of how before his time he was in his concepts and the result of the work.