Jean Patou

Born in 1880, he opened up his first Couture House in 1912 as 'Maison Parry', where one American buyer bought his whole collection. He opened up again after serving in the first World War and is known for eradicating the 'flapper' style that was popular then and lengthening skrts. Patou is considered the inventor of knitted swimwear. He also was the first designer to popularise the cardigan, and moved fashion towards the natural and comfortable. The best known of Patou's perfumes is "Joy," a a heavy floral scent, that remained the costliest perfume in the world, until the House of Patou introduced "1000" (a heavy, earthy floral perfume, based on a rare osmanthus) in the late 1970s. Joy remains the world's second best-selling scent (the first is Chanel No. 5), it was created in the height of the Great Depression for Patou's former clients who could no longer afford his haute couture clothes.