PARIS — LVMH Moët Hennessy Louis Vuitton has named Sophie Brocart chief executive officer of Jean Patou, signaling its commitment to reviving the dormant fashion house under the creative direction of Guillaume Henry, WWD has learned.
Brocart, senior vice president of fashion ventures at LVMH Fashion Group, joins the brand from Nicholas Kirkwood, where she held the position of ceo since 2015. Her successor at the London-based footwear brand will be named shortly, LVMH said.
Sidney Toledano, chairman and ceo of LVMH Fashion Group, welcomed her appointment, which confirms the group’s commitment to promoting talents from within its own ranks. “With Guillaume Henry, a talented designer, Sophie is charged with reviving this iconic house, which marked the history of fashion and fragrance. I wish her great success,” he said in a statement.
Brocart has been a key behind-the-scenes talent scout at LVMH, where she has mentored the winners of the annual LVMH Prize for Young Designers. She has also held positions at the group’s headquarters, and at brands including Louis Vuitton and Celine.
Last March, Henry exited Nina Ricci and he is said to be passionate about the legacy of Patou, a French designer considered one of the great names of couture of the Twenties and Thirties, prized for the glamour and showmanship he brought to high fashion.
LVMH is now in the throes of building teams around Henry with a view to launching the first collection of ready-to-wear and accessories in the second half of 2019.
It is understood the group views Patou as something of a niche, rarified name — and not its next megabrand. Consequently, LVMH will likely start with a single boutique, most likely in Paris, along with e-commerce and select wholesale partners.
The relaunch suggests the world’s largest luxury group is anticipating an easing of the streetwear craze, and a swing of the fashion pendulum back to sophisticated chic. LVMH acquired the Patou brand from London-based Designer Parfums, whose founder and ceo Dilesh Mehta was looking for a partner to revive the fashion house.