Ooh la la! 18 French brands nailing the new season
What is it that makes French women so effortlessly chic? These contemporary French brands are nailing it with that classic je m’en fous (IDGAF) attitude and timeless cool.
Whether it was the summer Olympics, Paris Fashion Week or an Emily In Paris bingeathon, we cannot get enough of le gai Paree and French style. From Françoise Hardy and Vanessa Paradis to Charlotte Gainsbourg and Camille Cottin, French stars rarely put a fashion foot wrong, mixing masculine and feminine, steering clear of anything too matchy matchy or fussy and letting classic styles pick up the slack. You don’t need an Hermès budget to nail French insouciance with these mid-range brands, just promise to steer clear of Breton tops and berets.
Balzac Paris
Striving to be pioneers in sustainable and responsible fashion doesn’t stop Balzac from embodying a sense of fun when it comes to fashion. Loafers, bucket bags, fluffy knitwear, frilly collars and lots of leopard give ultra cool casual that doesn’t take itself too seriously and it’s refreshingly affordable.
Leopard jumpsuit, £165
Lemaire
Monochrome is the word at Lemaire, with husband and wife team Sarah-Linh Tran, co-Creative Director on Womenswear at the Uniqlo Design Center in Paris, and former Creative Director of Hermès, Christophe Lemaire, at the helm. We’re totally on board with Lemaire’s super luxe, technology-forward thing and the influencers are all over their iconic, buttery leather croissant bags. Possibly the most expensive croissant you’ll ever buy.
Leather croissant bag, £1,095
American Vintage
They may be called American Vintage but they’re a decidedly Marseille-based brand with a focus on comfortable essentials using natural fabrics such as wool, linen and cotton. They have a policy not to use models in their campaigns, opting for real people to showcase their wares. I’d like to know where they are finding these real people, or does everyone in France look like a model?
Pink cardigan, £165
The Kooples
This easy-to-wear, edgy and pretty accessible brand nails the inherently French knack of androgynous dressing. Rock T-shirts, tailoring and military jackets worn with slip dresses – you might be forgiven for thinking you’ve accidentally strayed into a Libertines after party. Think Kate Moss c. 2005. Well, the Noughties are back.
Silk shirt, £285
Isabel Marant
Artsy, creative, casual boho, Isabel Marant is the label you want people to know you’re wearing without being too obvious about it. The branded sweatshirts are trop gauche but also, we love them and they’re an affordable (ish) way in, or splash some cash on boho dresses in signature prints, oversized tailoring and great jackets.
Barn Jacket, £595
Sandro
Founder Evelyne Chetrite took inspiration from her early career working in vintage shops when she first launched Sandro in 1984 and this enduring brand simply embodies high quality French chic. Think of their immaculately cut denim, blazers and jackets in terms of cost per wear and you’re quids in.
Wide leg jeans, £249
Maje
Uninhibited, self-assured, the ultimate Parisian vibe. Maje is the playful younger sister brand of Sandro, centering bright floral prints, ruffles and slightly off-beat occasion wear that will ensure you stand out at any event (in a good way). We think their iconic fringed bags are the ultimate fun accessory. One in every colour? Don’t mind if we do.
Fringed bag, £229
Sessùn
Sessùn woman is cultured and self-assured – everything we want our clothes to make us. As an anthropology student in the Nineties, founder Emma François was inspired by her travels in Latin America and that rich textile and jewellery heritage is frequently referenced in the pieces you’ll find in store, alongside a typically French casual cool.
Gilet, £220
Soeur
So-called because it’s headed up by two sisters, Domitille and Angélique Brion, Soeur aims to appeal to women of all ages. Think masculine tailoring with a focus on form, balloon trousers, oversized jackets and canvas workwear worn with ballet flats. Isabelle Huppert meets Lou Doillon, it’s flawlessly chic.
Ballet flats, £295
Sézane
Parisienne through and through, Sézane has become a cult sensation since launching a decade ago. Blending everyday essentials, vintage tailoring and Jane Birkin vibe, it’s the epitome of French flair, whether you’re dressing for the office or the farmers’ market. Committed to sustainability and B Corp certified, they use eco-friendly materials and packaging and support global charities working to improve access to health, education, and culture.
Leather skirt, £240
Zadig & Voltaire
Luxe grunge, because French women would never dream of forgoing the chic element of any vibe, Zadig and Voltaire embodies effortless yet edgy style. Leather jacket but make it tailored, slip dresses worn with biker boots or killer heels. Surprisingly, easy-to-wear basics.
Leopard coat £605
Vanessa Bruno
So perfectly French you could slather it on a baguette like Boursin, we’re talking modern boho with bell sleeves mixed with belted trenches and waistcoats for city chic. Vanessa Bruno also brings a seriously good accessories game, from cool clutch bags to snake buckle suede belts. Certainly glamorous and never dull.
Cotton top, £210
Rouje
Spearheaded by former model Jeanne Damas, Rouje is little bit naughty and fun, with a nod to Brigitte Bardot’s sex bomb style. Think bold florals, polka dots, leopard print and flirty dresses with a vintage vibe. You do not have to be wafer thin to pull them off either. Extra points.
Sress, £205
Marie Marot
The absolute queen of a crisp cotton shirt, Marie Marot is giving all the sexy unbuttoned Charlotte Rampling vibes, yet these perfect androgynous shirts are as acceptable in the boardroom as they are chucked over a bikini on the beach. Ideal for those days when you just have absolutely nothing to wear – every self-respecting wardrobe should have at least one.
Striped shirt, £119
Rosaé Paris
With timeless style that transcends passing trends – think pussy bow and puff sleeve blouses, cashmere sweaters and rock chick leather – Rosaé is all about high quality, sustainable materials, rescuing leftover fabrics from other fashion houses in order to reduce waste and keeping their production in Europe.
Leather skirt, £467
Ba&sh
Floaty boho dresses, tailored jackets and suede boots are big news and Ba&sh are leading the way with the free and easy elegance embodied by founders Barbara Boccara and Sharon Krief. From office to cocktails to country weddings, it’s all here with a little rock chic edge.
Jacket, £335
AMI Paris
Known for their signature heart logo sweaters and knitwear, AMI is all about relaxed, effortless elegance – perfectly encapsulating contemporary Parisian style. With elevated pieces that work equally for lounging at home, walking the poodle in the Jardins du Luxembourg or a day in the office.
Wool sweater, £285
Hoka
And just to give a nod to the Olympic Games in Paris this summer, here’s some actual sportswear (that you can also wear for not doing sports in too). Hoka is a French-based running brand renowned for it’s performance footwear with a focus on trail running but also lauded for high quality and comfort. Because even French women sometimes ditch the ballet flats in favour of a foot friendly trainer.
Hiking shoes, £170
