“French girl fashion” has become a bit of a hackneyed concept. But even if certain items – the Breton top, the basket bag, the espadrilles, the beret – can veer a bit Emily in Paris cosplay, the truth is, there will always be an appetite for the sort of effortless cool we’ve come to associate with our Parisian counterparts.
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Helpfully, there is an ever-growing list of French fashion brands helping UK shoppers to emulate it. From the more established names, such as Sézane and Maje, to newer, Insta-savvy labels like Elleme and MaisonCléo, each brand has formulated its own unique interpretation of Gallic style, without a stereotype in sight.
Simple fashion essentials are the through line for these French exports. Marie Marot has perfected the white shirt; The Frankie Shop’s Bea blazer remains a bestseller; Sézane’s Gaspard cardigan can be found in most fashion editors’ wardrobes. These brands all understood the power of a well-made basic long before quiet luxury entered the conversation.
Scroll down to see our favourite French fashion exports, and shop the hero pieces from their collections.
The Frankie Shop
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Ex-journalist Gaëlle Drevet opened The Frankie Shop in 2014 as a boutique on the Lower East Side, offering a curated selection of emerging labels. Three years later, the brand opened a second location in Paris, before launching its own range of ready-to-wear, which became an instant hit with the fashion crowd.
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Sandro
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One of the older brands in the line-up, Sandro was launched in 1984 by Évelyne Chetrite. Inspired by her early years growing up in Morocco, Chetrite fused her love of textiles with the classicism of French design. The result: an It-girl-worthy approach that combines more traditionally feminine pieces, such as floral dresses, with androgynous tailoring.
Soeur Paris
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“Regardless of age or style. I want everyone who dresses with us to feel understood and valued,” says Soeur’s artistic director, Domitille Brion. Founded by Domitille and her sister, Angélique, in 2007, Soeur opened its first store in Paris the following year. Fast-forward 17 years, and the sisters now preside over 53 stores – including a new flagship on London’s Marylebone High Street – in addition to an ever-growing roster of design partnerships with the likes of Leandra Medine Cohen, JM Weston and K-WAY.
Sézane
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Sézane is the Parisian brand that has garnered a devoted following over the last decade. With a focus on wardrobe classics, the brand has become known for re-releasing shoppers’ favourite styles – such as its Will jacket or Gaspard cardigan – each season, so you don’t need to worry about fashion FOMO.
Elleme
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You may know Elleme for its signature bag offering, however in recent years the brand broadened its offering to include a line of ready-to-wear. Expect trend-led designs, be it statement outerwear, asymmetric dresses or dynamic suiting.
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Maje
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Established by Parisian designer Judith Milgrom in 1998, Maje describes its aesthetic as “feminine, understated, glamorous and bold”. The brand’s leather jackets have become a go-to for fashion girls, but it’s the kilt-inspired skirts and chunky leather boots at the top of our list right now.
Rouje
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Rouje was founded by model-turned-creative director, Jeanne Damas, back in 2016, who put her vintage-inspired stamp on a line of ready-to-wear fashion and accessories. The brand initially became synonymous with its floral, ’90s-style minidresses, but in recent years it has expanded into everything from knitwear to coats.
MaisonCléo
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Marie Dewet founded French label MaisonCléo with her mother – the brand’s namesake and seamstress – to create wardrobe separates and dresses that she wanted to wear herself. Named after women in their family, each item is handmade in France using fabrics like silk, cotton and linen. Fans include Emily Ratajkowski and Bella Hadid.
Ami
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Ami Paris’s name was inspired by the French word for “friend”, and also plays with the initials of Alexandre Mattiussi, its founder. Created in Paris, it started out life as a menswear brand, but it launched its “menswear for womenswear” line in 2018, specialising in elevated basics, such as crew neck knits, wool coats and white shirts.
Marie Marot
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If you’re looking for the perfect classic shirt, French brand Marie Marot should be your first port of call. Its menswear-inspired button-downs have been spotted on industry insiders and influencers alike. In summary? Surefire staples that will stand the test of time.
