Sandro, Maje, The Kooples and Ba&sh are now found in fashion capitals across the globe, bringing timeless wardrobe staples with that signature Parisian insouciance Up-and-coming smaller brands include American Vintage, Hartford, Sezane, Petite Mendigote, Sessùn and Polène Paris may have given the world iconic fashion maisons like Chanel 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.
Advertisement {"@context":"https://schema.org","@type":"ImageObject","caption":"Petite Mendigote","url":"https://img.i-scmp.
com/cdn-cgi/image/fit=contain,width=1024,format=auto/sites/default/files/d8/images/canvas/2024/09/18/8bad863d-e7c4-47ae-ba03-5b6be314ef03_136f06e9.jpg"} Petite Mendigote 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 multi-brand 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.
{"@context":"https://schema.org","@type":"ImageObject","caption":"Sessùn Diviluz bag","url":"https://img.i-scmp.
com/cdn-cgi/image/fit=contain,width=1024,format=auto/sites/default/files/d8/images/canvas/2024/09/18/74ed76c3-b8a0-4040-b3c2-8a620d89ffbc_afcd5a33.jpg"} Sessùn Diviluz bag Best of all, they are continually redefining this style for a modern audience by embracing a more casual look that is still discreet and sophisticated, while being relevant to the times – witness that style in the continued interest in Breton striped tops , for instance. “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..
