I often find myself conflicted between wanting to tell you about all the amazing buys and brands I see on my travels and wanting to keep them somewhat hush-hush. Not from you, of course, but from the masses who might cause an item to sell out before I can get my hands on it, or for a cool, independent brand I was smug about stumbling across suddenly being everywhere overnight. This is selfish, I know—what can I say? There’s light and dark in all of us. Still, I have no hesitation in sharing my latest findings—it turns out, some things are too good to keep to yourself.
Like me, many Who What Wear UK’s readers are self-confessed Francophiles, persons with an appreciation for all things French. I’m not ashamed to admit I’m borderline obsessed with French style, French influencers, and just about anything that can help me achieve the je ne said quoi they have when it comes to getting dressed. I buy much of my clothes from French brands—when I don’t; they very much look the Gallic part. So, imagine my excitement when my editor, Emma Spedding, asked me to track down the best lesser-known French brands. Challenge accepted.
While there are a couple you might have heard of, or perhaps even have a piece from—you must be a fashion devotee if you’ve found yourself here, after all—, the majority of the brands I found are still relatively unknown on Brit soil. So, if you’re prepared for the influx of compliments you’re sure to get when you step out in an item that oozes French appeal, scroll below to discover 11 lesser-known French brands you’ll love.
