since moving to paris I’ve become enamoured with the array of independent brands on offer. paris has rightly earned its name as the world’s fashion capital. on every street corner, you’ll most likely witness seasonal pop-ups (particularly at the tail end of fashion week) and inadvertently dip in and out of boutiques, when you’re just intending on heading to a café. from the popular fashion district of le marais to the animated rues of montmartre, there’s treasure hidden amongst the cobbled streets and many unsung heroes in plain sight. below, you’ll find seven brands I’ve added to my ever-increasing roster.
ROUJE
french sartorialist jeanne damas has donned many hats in her time – from model to actress and now brainchild of rouje, one of the fastest-growing french brands in paris. rouje is synonymous with the french girl. silken dresses, bold prints, cropped fits and petite heels are among some of its most celebrated styles.
LOULOU STUDIOS
LOULOU STUDIO martil wool and cashmere-blend coat
influencer turned designer chloé harrouche knows a thing or two about what makes a considered wardrobe, which is reflected in loulou studio’s offerings – you’ll find plenty of neutral colourways, straight-leg jeans and asymmetric necklines.
SOEUR
souer is a ready-to-wear brand honing in on the pieces that are typical of french style. think androgynous pieces comprised of cotton poplin, textured knitwear and long-wearing structured basket bags.
MUSIER
founded by anne-laure mais, musier cleverly juxtaposes typical french silhouettes with modern elements. the brand particularly excels when it comes to figure-forming eveningwear.
SURPRISE
alice sweater in alpaca, soft natural wool - surprise-paris
the mohair knit has become synonymous with french style and surprise has cornered the market with its soft-to-the-touch knits in saturated hues. fret not, there are neutral colourways for those of us who have a wardrobe devoid of colour.
THE FRANKIE SHOP
THE FRANKIE SHOP malvo wool-blend maxi skirt | NET-A-PORTER
fashion enthusiasts always make a beeline for the frankie shop’s aesthetic boutiques in the heart of le marais. the brand is best associated with refined silhouettes, languid shaping and pieces that constitute a french woman’s wardrobe.
LEMAIRE
gathered cotton jersey midi dress
christophe lemaire’s eponymous brand was founded in 1991, closely followed by the partnership of sarah-linh tran and together they mastered the vision of lemaire. the brand's objective is simplicity, albeit directional, with splashes of colour and draped silhouettes.
avalon is a london-born editor and creative writer based in paris. since graduating with an english degree in 2013, she’s written for some of the uk’s most esteemed fashion and lifestyle publications, including who what wear, refinery29, eliza and stylist.
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