Jean Patou

As the brand behind Joy, the second best selling fragrance of all time, the house of Jean Patou is one of the most well known in the world. Jean Patou opened up his first Couture House in 1912 as Maison Parry and is considered the inventor of twin sets and knitted swimwear. He was the first designer to popularise the cardigan and moved fashion towards the natural and comfortable. Joy, a heavy floral scent, was the costliest perfume in the world until the House of Patou introduced 1000 based on a rare osmanthus in the late 1970s.