The cult French brands in London town

Anyone looking for proof of London’s ongoing love affair with French fashion should head to Westbourne Grove late one Saturday morning. There, every week without fail, a long, snaking queue forms outside the Notting Hill outpost of Sézane, the Parisian fashion brand that found a permanent home in the capital in 2018.Since then, Sézane has delivered a specific kind of “French girl” insouciance to a generation of would-be Jane Birkins. All you need is a pearl-buttoned mohair Gaspard cardigan and a dream — no Eurostar ticket required. Building on the work of Maje, Sandro, The Kooples and Claudie Pierlot, it has brought Breton stripes, feminine frills and effortless elegance to these shores. But now, a new wave of Parisian brands is cropping up in the capital. And this crowd feels younger, a little more playfully sensual — more Marseille than St Tropez.One is Ysé, which was founded in 2012 by Clara Blocman to fill a gap in the French lingerie market for small-breasted women. The label has since expanded into playful swimwear and ready-to-wear for a wider range of body types, evolving into something akin to Rouje, Jeanne Damas’s popular brand.Ysé is about to celebrate the one-year anniversary of its King’s Road store. “We already had a loyal London-based community, so opening a store here felt very organic,” says Blocman. “We chose King’s Road because we wanted our first London address to be in one of the city’s most iconic shopping destinations. The atmosphere felt very aligned with Ysé: dynamic, elegant, and timeless, with a strong sense of style and personality.”It was a similar story for Bobbies, the Parisian shoe brand that has made a stroll along Marylebone High Street feel pleasingly like a Le Marais meander since it opened in 2022. Its brilliant knee-high boots and glossy patent kitten heels initially attracted French expats living in London, but soon drew in locals.Parisian shoe brand Bobbies opened on Marylebone High Street in 2022Bobbies Co-founder Antoine Bolze thinks it’s the “less is more approach” of Parisian style that appeals. “The idea is to build a wardrobe of timeless pieces, which can be mixed with more statement items to create a personal style that doesn’t simply follow trends, but stands the test of time,” he says. Bobbies’ recent collaboration with artist and Parisian muse Camille Yolaine is a case in point, with poppy red mule flats and icy blue wedges that encapsulate the vibrant femininity of the new Anglo-Franco mood perfectly. Another new-to-London (although established) name to know is Agatha, a jewellery brand that started shipping to the UK towards the end of last year. According to chief executive Stéphane Delva, it has found success with the capital’s French community, who remember Agatha from their teenage years, but also among Francophile fashion types looking for trend-led pieces at mid-point prices. It might be a tortoiseshell bangle, a string of lapis beads or a long pair of crystal earrings, set against a black rollneck. “French style has always represented a certain effortless elegance that resonates strongly with Londoners and UK customers,” says Delva. “The Parisian aesthetic is often associated with understated sophistication: beautiful craftsmanship, attention to detail, and a sense of confidence that never feels overdone. I think UK customers are drawn to that balance of refinement and ease.”Read MoreBest French fashion brands It is, ironically, not so easy to replicate that very French brand of ease — although London’s latest fashion imports are good places to start. Another bright idea is to consult your favourite Parisian in the capital. The ultimate source might be Julia Restoin Roitfeld, creative director, designer and the daughter of Carine Roitfeld, former editor-in-chief of Vogue Paris. “It’s funny — I’ve just written a piece on Substack about how the word ‘chic’ has become so overused that it’s started to lose its meaning and substance,” she says. “But we can’t deny that French fashion still has that effortless elegance. Maybe it’s because it never looks too try-hard? Maybe it’s the overuse of black and navy (which I love), the minimal use of accessories, or the way it manages to feel timeless, put-together, and practical all at once?“Lately, I’ve been living in jeans, black or navy jumpers or T-shirts, and my forever favourite Kina Mary Janes by Carel — whatever my day looks like — and I always feel quite put together in them. A little inspired by Catherine Deneuve in Belle de Jour, while running around town and the Tube.” It’s a far cry from the average commute, but to all those in pursuit of French style — bonne chance. And, if all else fails, get in that Sézane queue.