WORDS BY JOSEPH FURNESS
There’s something inherently chic about French designer brands; their covetable sense of style – concurrently high-brow and low-key – helps them rule the densely populated realm of luxury fashion.
From Chanel to Dior, Jacquemus to Givenchy, each brand encapsulates a distinctive facet of French style. Here we take a look at the best brands to invest in to create the ultimate French capsule wardrobe.
The Best French Fashion Brands
Louis Vuitton
Current Designers: Nicolas Ghesquière and Virgil Abloh
How to dress with French fashion style, according to Louis Vuitton
If there’s one rule at Louis Vuitton, it’s keep it classic. The stalwart brand is chiefly concerned with timelessness and craftsmanship, which are, uncoincidentally, the two key factors of Parisian style.
And yet, it’s Vuitton's forward-thinking approach that puts the brand at the pinnacle of French fashion. Case in point: Virgil’s appointment as men’s artistic director.
Who? Virgil Abloh: founder of Off-White, friend of Kanye West and all-round pioneer. The hype deity’s modus operandi is one of diversity, irony and innovation that effectively seduces both luxury and streetwear consumers.
Saint Laurent
Current Designer: Anthony Vaccarello
How to dress with French fashion style, according to Saint Laurent
Saint Laurent is for rock stars (and wannabes) who dress with attitude; the boulevardiers who care about their attire, but make every fit look effortless. The 60-year-old brand uses leather, leopard prints, latex and more to encourage individuals to embrace their character, and since Anthony Vaccarello joined as creative director in 2016, things have only gotten slinkier.
Vaccarello astutely juxtaposes his signature simplistic style with Yves Saint Laurent’s rebellious spirit and precursor Hedi Slimane’s glitzy, gritzy underground vibe to appeal to both fans of his designs and old and new Saint Laurent aficionados.
Chanel
Current Designer: Virginia Viard
How to dress with French fashion style, according to Chanel
It's an indisputable fact that French fashion would not be what it is today without Chanel. It’s grand, it’s opulent and, most of all, it’s the epitome of elegance. Plus, it's the reason why key components to a modern woman’s wardrobe – including the quilted handbag, the LBD (little black dress) and the Breton top – exist.
Parisian style à la Gabrielle Coco Chanel can be adopted by staying true to yourself, but experimenting, every so often, with en-vogue details and accessories.
Hermès
Current Designers: Véronique Nichanian and Nadège Vanhee-Cybulski
How to dress with French fashion style, according to Hermès
Apart from Chanel, no French label feels quite as exclusive as Hermès. (Source One: The Birkin Bag.)
The pragmatic brand takes a die-hard approach to quality over quantity and enduring appeal — ensuring that every Hermès piece is just as well made as the next and fostering an extremely loyal customer base.
Givenchy
Current Designer: Matthew Williams
How to dress with French fashion style, according to Givenchy
Givenchy doesn’t require flashy colours, conspicuous gimmicks and sprightly patterns to stay at the forefront of fashion; instead, it focuses on ageless designs, pioneering cuts and intricate à la mode elements that are versatile and ever-relevant. Naturally, the Parisian brand suggests we should all do the same.
However, we expect things to become a little more off-beat now Matthew Williams, founder of 1017 ALYX 9SM, has assumed control. His first presentation hints at a neo-punk Givenchy that takes valiant risks (horned basketball caps, anybody?) and reimagines house codes.
Mugler
Current Designer: Casey Cadwallader
How to dress with French fashion style, according to Mugler
Mugler understands French flair is all about dressing with confidence. Accordingly, the brand has always aimed to empower women with its angular, avant-garde designs (think sultry robot suits; sharp, pointed blazers; skin-tight, insect-inspired ensembles).
Current designer Casey Cadwallader’s liberating collections – frequently worn by the likes of Bella Hadid, Kim Kardashian and Cardi B – are a demonstration of how women worldwide can use French fashion as their sartorial weapon.
Dior
Current Designers: Maria Grazia Chiuri and Kim Jones
How to dress with French fashion style according to Dior
Dior's take on Parisian style is all about reflecting the complexities of the multidimensional self. From jockey-inspired saddle bags to feminist slogan tees; the ultimate Dior wardrobe features an eclectic mix of chic, sophisticated pieces inspired by a multitude of cultures. Hence, Dior’s formula to French style involves investing in pieces you’re inspired by, and mix-and-matching them together.
Maria Grazia Chiuri (womenswear designer) and Kim Jones (menswear designer) interpret this formula differently. The former encourages consumers to seek inspiration from social politics and their own sensibility; whereas the latter prefers to collaborate with influential visionaries – such as Daniel Arsham, Kenny Scharf and Shawn Stüssy.
Balmain
Current Designer: Olivier Rousteing
How to dress with French fashion style, according to Balmain
Olivier Rousteing, creative director of Balmain since 2011, is a firm believer that designers can follow trends and still stay true to their label’s house rules. For Balmain, that means au courant takes on cinched waists, exaggerated sleeves and second-skin couture.
As a result, the label is always one step ahead of the rest. Which brings us to the moral of the story: if you want to rock the Balmain look (a mission of no mean feat), you’ve got to be willing to take risks and adapt your style with each season.
Marine Serre
Current Designer: Marine Serre
How to dress with French fashion style, according to Marine Serre
According to new kid on the block Marine Serre, French street style is all about investing in wardrobe staples with a twist. Hoping to switch-up your go-to denim? Take a look at Marine Serre’s crescent moon-printed jeans. Want a Christmas jumper that feels ‘fashion’? Consider copping Marine Serre’s asymmetric reindeer-adorned knit. Get the drift?
But nothing is more important to the young designer than sartorial sustainably. The self-described 'eco-futurist' dedicates herself to creating collections using environmentally-sound techniques and upcycled materials, and she hopes that fellow French fashion designers will shortly follow suit.
Jacquemus
Current Designer: Simon Porte Jacquemus
How to dress with French fashion style, according to Jacquemus
Jacquemus, the brand responsible for the tiny bag trend, signals a new era in French fashion. It embraces the cool, effortless style of the South of France; heavy in dishcloth prints, neutral linens, craft embellishments and functional accessories.
Ergo, to sport the Jacquemus look, one must begin by embracing a laidback provincial lifestyle – the type hinted at in Simon's rural runways.