The style secrets chic French women don’t want to share
Like all clichés, the concept of the ‘Cool French Girl’ is ubiquitous because it’s true. But there is far more to Parisian chic than Breton stripes or tousled tresses.
Stroll beside the Seine or loiter near London’s French Lycée as the mums flock for pick up and it’s clear the Gallic edge isn’t in an outfit; it’s a shrug of insouciance, an unassuming ‘I woke up like this’ confidence.
Whether rolling up the sleeves of a trench coat or slinging a cape over one shoulder, the cool French woman is in command of her style.
Chanel, Chloé and their countless copycats are global phenomena thanks to just this French allure – but the discerning Parisian prefers something less obvious.
From the new perfumer to an online fashion favourite that's popping up in Soho, the emphasis is on cool new brands, most of us likely haven't heard of. We've done some snooping to find the freshest French fashion, beauty and lifestyle secrets.
Now we have stores on Lexington Street, Redchurch Street and Ledbury Road, Londoners are savvy about the pared down appeal of A.P.C.
Since the late 80s, Atelier de Production et de Création has become the go-to brand for simplicity and laid-back cool. It began as a menswear brand, and branched into women’s wear due to popular demand.
The selections are great for both genders, but it's the menswear that really stands out. In a sea of staid blazers or sportswear, A.P.C is effortlessly cool. Kit out your husbands, lovers, brothers and sons.
