Paris’ smaller, independent fashion houses are still redefining that ever-elusive French style.
By Divia Harilela
Paris may have given the world iconic fashion maisons like Cha nel and Dior, but they are far from the only French labels to dominate the wardrobes of stylish women everywhere.
In recent years, the city has become the go-to destination for cool and affordable brands occupying a niche between mass market and luxury, while offering timeless essentials that embody the once-elusive French style.
Recognisable names like Sandro, Maje,The Kooples and Ba&sh are now omnipresent in fashion capitals across the globe, thanks to their edgy takes on timeless wardrobe staples, styled with that signature Parisian insouciance.
The trend is moving towards more relaxed yet polished looks that emphasise comfort without sacrificing on style.
ARIANE ZAGURY,
RUE MADAME FASHION GROUP
As a result, more women are gravitating towards a new stable of brands like Soeur, Jonak and Sessùn, which are offering fresh looks that can’t easily be found elsewhere. Unlike many of their predecessors, these companies are independently run, allowing them to showcase a more authentic version of French style without compromising on quality.
“These smaller brands prioritise the product itself and offer customers high-quality items with an authentic story and exceptional attention to detail,” explains Ariane Zagury, founder of Rue Madame Fashion Group, which operates multibrand concept stores Rue Madame, stocking must-have French labels like American Vintage.
“While some brands cater to a global audience, often diluting their focus to meet diverse expectations, smaller brands remain true to quintessential French style. They concentrate on the preferences of the customer, delivering products that are genuinely representative of French fashion’s unique charm and elegance,” she says.
Best of all, they are continually redefining this style for a moderaudience by embracing a more casual look that is still discreet and sophisticated, while being relevant to the times.
“The trend is moving towards more relaxed yet polished looks that emphasise comfort without sacrificing on style. This evolution reflects a desire for clothing that is both practical and effortlessly chic,” says Zagury.
5 FRENCH BRANDS ON STYLE’S RADAR
Hartford
If you’re a fan of LA-based James Perse, then you’ll love Hartford. The brand’s bestselling breezy button-down shirts and casual separates are inspired by American workwear classics, which have been reimagined with a Parisian twist. While most of the styles are understated with comfortable, flattering cuts – think tailored shirts, dresses, trousers and skirts – the devil is in the details, so expect luxe fabrics including French linen, and Japanese and Italian cottons.
Polène
Founded in 2016 by three siblings, Polène has become an insider favourite thanks to its discreet, beautifully crafted handbags (they also have a sculptural jewellery collection that’s worth checking out). Its minimalist yet unique designs are brought to life using high-quality
Spanish and Italian leather. Not only are their timeless bags lightweight and practical, they also feature creative details, from special weaving techniques to unusual textures, that add a luxe edge.
Petite Mendigote
Designed for the modern bohemian, Petite Mendigote offers carefree, breezy styles with a touch of Parisian sophistication. The brand initially launched with a collection of playful, trend-driven accessories for every day, including their now bestselling signature pouches. They have since expanded into a fully fledged fashion
line offering printed blouses, versatile dresses and chic knitwear pieces.
Sessùn
This label was founded by anthropologist Emma François, which perhaps explains why many of its designs are inspired by art, film, books and travel. The Sessùn girl is quintessentially French, so expect tomboy silhouettes, unexpected volumes, and a mix of vintage and contemporary pieces featuring ethnic and bohemian patterns, rich fabrics and colours. In addition to their classic collections, Sessùn also has a denim line, bridal line and a re-collection featuring recycled pieces.
Sezane
You know a brand has reached cult status when it appears on countless celebrities and influencers. Sezane isn’t exactly new, having been born over 10 years ago when founder Morgane Sézalory began selling upcycled vintage clothes online. She eventually added her own designs – inspired by vintage favourites
like worn-in jeans, classic trench coats, cosy cardigans and slouchy cashmere sweaters – which are among the brand’s bestsellers. The company is also B Corp certified, proving that fabulous fashion can also be sustainable.