Jean Patou

As reputed for his influence on twenties fashions as he is for his best-selling fragrances, Jean Patou is credited with introducing sportswear, the cardigan and knitted swimwear for women.

In 1930, as a gift to American women who could no longer afford to buy his clothes following the crash of the stock market the previous year, the Paris couturier created Joy, a fragrance that is as much loved today as it was back then.