9 young French brands worth paying attention to
Over the past year, fashion for everything French has reached its climax. and continues to gain momentum - largely thanks to designer Simon Porto Jakmus, who undertook to rethink the “new French style” and the popular Rouje brand on instagram (now it has more than 300 thousand subscribers) based on the model of Jeanne Damas and in an instant which became the model of the notorious “Parisian” chic. " In fact, modern French fashion has long gone far beyond Rouje - in recent years a large number of worthy and interesting brands have appeared in France. We tell which of them you should pay attention first of all.
G.Kero
G.Kero the French fell in love with the cheerful watercolor prints of the artist Marguerite Barterott, who founded the brand with her brother Philip in 2011. The brand’s history is trivial: in zero, Philip lived in Brazil and asked his sister to draw him a print for a T-shirt, because there "he had nothing to wear." They both liked the result so much that they decided to turn this venture into a whole fashionable project: this is how T-shirts, shirts, skirts and kimonos with multi-colored palm trees, zebras, parrots, as well as women and men in poses from the Kama Sutra, which Marguerite draws with her inherent humor, draws in the studio in Cap Ferrat on the Cote d'Azur.
G.Kero is strongly associated with the expression "sea, sex and sun", but the brand's things will be appropriate in the city as a reminder of the summer holidays. We advise you to go to Marguerite for kimono (315 euros), shirts (149 euros) and bombers (350 euros) - all things are available online.
Flolove paris
A brand with a touching name Flolove Paris in 2012 was founded by a graduate of the Institute of Applied Arts LISAA Florence Rouchon. Previously, Florence worked in Karl Lagerfeld and Galeries Lafayette, and now she creates romantic blouses (from 125 euros) and dresses (from 195 euros) that would easily fit into the wardrobe of Jane Birkin or Françoise Hardey. Floral motifs appear in Florence's clothes not by accident: in 2016, she became interested in floristics and now considers her as her main inspiration. Florance designs and draws all the lace patterns by herself - and then embroiderers from Broderies Langlet in Picardy in northern France are taken to work.
In addition to blouses and dresses, in the online store Flolove Paris there are bombers, trousers, as well as children's clothes - Florence recently released a collection in conjunction with the brand Tartine et Chocolat.
Maison cléo
Maison Cléo is a family project of a daughter and mother, Marie and Cleo Devet. Emily Ratakovski, Leandra Medin and other celebrities rated the brand for the fact that Maison Cléo did not give in to fashion on the scale and continue to carefully guard the traditions of French savoir-faire (craftsmanship), which is now a great rarity. The main principle of the brand is no rough synthetics, so all dresses (165 euros) and blouses (95 euros) are made mostly from natural fabrics.
All things Cleo creates herself in a small studio in Lille in the north of France - in a single copy. They appear on the site every Wednesday at 19:30 Moscow time and fly away in a matter of hours, so if you want to get something from Maison Cléo, we recommend that you mark this day in the calendar. With each order in the kit there is a nice bonus - a volume hair tie.
Louise damas
Louise Damas is the brand of the older sister, Jeanne Damas (which you already know from the Rouje brand) of Louise. While Jeanne is engaged in clothing, Louise decided to take a course on jewelry. She founded Louise Damas in 2012, while still a student at the Sorbonne School of Philology. Louise calls the main source of inspiration literature - that is why her jewelery bears the names of book heroines: Lolita, Salambo, Talia, Carmen - and a card with a quote from the eponymous piece comes with it.
On Louise’s website you can find cute shell earrings inspired by Undine’s (65 euros), laconic medallions (from 85 euros) and sun rings (110 euros). You can see the jewelery live and try it on in Atelier Couronnes Paris studio and concept store in the 10th arrondissement, which Louise opened in 2015 together with the Fauvette brand - there you can often communicate with Louise herself.
Marie marot
In Paris, the name Mari Maro has been heard since 2013: she used to release beanie and wallets with ironic inscriptions-plates like Al [one] and Psy [chic], which quickly diverged from Colette, and now stopped at strict shirts. She considers shirts to be the dressing room “joker” - it is almost impossible to imagine her androgynous style without them.
In the collections of Marie you can find non-dull blouses for every taste and color: classic, with a stand-up collar, with a bow or in a pajama style, which will be appropriate in any life situation. You can order them on Farfetch - one shirt will cost about 14 thousand rubles. If you are in doubt about the size, listen to Marie: the designer believes that the ideal shirt should sit slightly free and "leave room for imagination."
Côme
"Made in Paris" - in three words, Clemence describes the brand Côme, which she and her brother Mathieu founded in 2014. The main difference between Côme is that they decided to abandon the traditional seasonal rulers in favor of timeless éditions - that is, microcollections on various topics that they sew in Paris in limited quantities. Now on the site you can find asymmetrical dresses (330 euros) and structured jackets (360 euros) with a red heart embroidered on them from the “release” called “Péché mignon”.
In addition, Côme recently joined forces with the CSAO brand, founded by Leah Seydou’s mother, Valerie Schlumberger, in support of Senegalese embroiderers. Now on the site Côme there is a customization service where you can order a satin bomber jacket, shirt, sweatshirt or T-shirt from the basic collection with any inscription - Emma Watson, for example, already has a bomber jacket with the slogan "Girls Just Wanna Have Fundamental Human Rights", which was embroidered by Senegalese craftswomen.
Maison Château Rouge
The Maison Château Rouge brand, named after the African quarter of Château Rouge in the 18th arrondissement of Paris, has existed since 2015. Popularity came to her in the wake of streetwear fashion, and irony lies in the very name: co-founder of the brand Yousef Fofana says that by assigning the word "maison" to Chateau Rouge, he wanted to "push" two opposites - street culture and haute couture. Now on account of the Maison Château Rouge collaboration with Galeries Lafayette, Le Bon Marché and Monoprix.
For Fofan, the Maison Château Rouge carries first of all a social mission. The brand became part of them with the brother of the charitable project "Les Oiseaux Migrateurs", aimed at the development of small and medium-sized African business. He is very attentive to all stages of production, and he buys fabrics exclusively from local vendors of African descent.
Maison Château Rouge very accurately reflects the multicultural Paris of 2018: in the line of the brand one can find multicolored tops (110 euros) shirts (150 euros), skirts (135 euros) and dresses (210 euros) with a traditional wax print. Celebrities of both African descent, for example Sarah and Imani, don’t wear all this with pleasure - for example, Laetitia Casta.
Jour / né
Perhaps one of the most popular French brands today, Jour / né, makes fashionable clothes in the spirit of the times: dresses with deflated shoulders (390 euros), voluminous blouses that fasten at the back (210 euros), corsets tops in the spirit of Brigitte Bardot (190 euros) and T-shirts with the names of the days of the week in French (110 euros) - in short, everything that we used to see on the pages of popular Instagram blogger.
Jour / né has collaborated with Coca Cola and La Redoute, as well as a pop-up in Le Bon Marché, one of the most prestigious Parisian department stores, and their clothes are worn by stars of the new French pop scene like Juliette Armandé and Angel. You can buy brand items on the website and in Moscow Central Department Store.
Fauvette
Parisian Claire Risette specialty optician, but in 2013 she realized that she liked leather accessories most of all, and founded the Fauvette brand. In her collections you can find concise bags with clasps, shells (350 euros), bags, bags with velvet inserts (390 euros), clutches on a chain (300 euros), minimalist wallets (65 euros) and belts (65 euros).
All the products Claire herself creates in limited editions in a Parisian studio and concept store Atelier Couronnes in the 10th arrondissement, which she opened together with the already mentioned jeweler Louise Damas in 2015. Fauvette accessories are available online.
