As revered for his influence on 1920s 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 Paris couturier created Joy. Today, this scent is still the second bestselling fragrance in the world, while the designer's other offerings, including 1000 and Sublime, are also incredibly coveted.